Business-to-Consumer Commerce

According to Alison and Richard Ashton (1999:6), information technology consultant
United States, there are two strategies that must be considered in the Business-to-
Consumer Commerce. "First, the strategy relating to the withdrawal of interest
consumers. Second, the strategy associated with the maintenance of customer loyalty.
While the top tips for Business-to-Consumer commerce success is the guard
simplicity, provide added value, make it easy by purchase, show certification
security, customer privacy, give the lowest price, make it easy access, give
toll free numbers, try on time, give an answer as soon as possible, use
autoresponder, do the confirmation, give the lowest shipping, and include
guarantee of satisfaction. "

a. Keep simplicity. Sites that are designed to be simple, better
provide information on products rather than loading the pictures that are not
important, let alone showing a lot of animation and multimedia programs. Because
not all Internet users have a browser and internet network
perfect. Animation and multimedia effects that are included in the site will be in vain,
if site visitors do not have plug-ins or internet access
slow, even likely that Internet visitors leave your site
them.

b. Provide value-added. Provides product catalog and descriptions sedetildetilnya,
because visitors really like the site that presents information
depth about the products sold. Product information goods on the site can be equipped with simple photos browser that does not interfere with the performance and
Internet networking site's visitors.

c. Make it easy way of purchasing. Do not let visitors come to the site without
purchase any goods offered. General site visitors will quickly
left the site of a store so visitors find it difficult to
make a deal purchase. Someone easily move from one site
store to another store on the internet site, it must be the easiest way for
visitors to the site in the transaction. Example: Amazon.com offers
how to purchase based on the habits of customers browsing the site.
Shopping cart is always displayed on each product page, so that
easier for visitors to make a purchase.

d. Demonstrate safety certification. A major factor of sales success through
Internet is trust. Both the trust in terms of service (eg
Timely delivery of goods) as well as security. The last factor
very important because people will not be easy to spend money just like that
without believing that the money sent via the Internet is safe from tampering by hackers.
One of the institutions that provide security for the site certificate is EC
VeriSign, based in Mountain View, California. For owners of the site
obtain certification from the agency, must show on its Web site
so that consumers can see it clearly.

e. Keep the customer privacy. Information provided consumers a responsibility
responsible and confidential site owner. The site owner is not entitled or could even
prosecuted if the spread of information consumers. There are some consumers who
do not like giving personal information online, even if the name and
address. Therefore, site owners must have a policy about this. One
one way by giving notice to consumers that the information
provided will be stored carefully and be the responsibility of the owner of the site.

f. Give the lowest price. Many people buy goods over the internet instead
because of the safety factor, but because the price offered is cheaper than
The average price offered by a traditional store. Actually this is the surplus store
on the internet. The goods sold should be cheaper than prices in the shops
traditional. You see, the store owners could reduce the cost of renting a place
generally included in the price of goods by traditional shops.
g. Make it easy access. Despite all communications and transactions can be done through
Internet, do not disregard the off-line media. Consumers liked the site
obviously put a phone number, fax, and address. After all
not all people feel comfortable shopping via the Internet, for it must be given
transaction options through traditional means.

h. Give the toll free number. Not all prospective buyers to trust the Internet.
Many of these Internet users, although they do surf for hours
every day, do not feel comfortable doing transactions via the web. For people
like this, needs to be given a toll-free telephone number. Because for them,
speak directly over the phone feels more comfortable than dealing
with web pages Try on time. When the promised goods will be sent within 24
hours, try to keep. If you can not, do not give that promise. Because
according to research by Paul Bates, Vice President of Information Products Group, "only
22% of buyers who are willing to come back to buy again after they were disappointed by
delivery delays. " Meanwhile, according to Bates' 52% of shoppers admitted
will come back again, if the goods they delivered the message on time. "

j. Always Control Infrastructure. Infrastructure should not be overlooked because
all services and good security system will be in vain if the server
place put your web site can not accommodate user traffic
continues to increase. Hardware and software is as important as building
or showroom for traditional stores.

k. Give an answer as soon as possible. Do not let customers wait for an answer,
because the speed of response indicates the quality of services provided. According to
Jupiter Research Communications "more than 40% of known sites provide
slow response to the visitor wrote. In fact, more than 5 days only emails
not answered, people will be reluctant to send more. "

l. Use autoresponders. Major sites on the Internet generally
do this. Webmaster can be asked to make a email answering machine
automatically. Automatic answer has two advantages at once.
First do not need to hire more people to answer one by one
customer orders. Both consumers feel satisfied that served quickly.
But editors try to answer mail that is sent looks personal and
meet the demands of the sender.
m. Perform confirmation. Before sending the goods as agreed,
confirm, either by e-mail or telephone. Not a few subscribers
who feel satisfied and comfortable, if the transaction via the Internet coupled with
confirmation prior to shipment of goods.

n. Give the cheapest shipping. Serious problems that dialamai transactions through
Internet is a delivery problem. Since consumers are always comparing
the price of goods offered on the internet with the same item at a store near
consumers' homes. If the price of the goods plus postage equal to the price
goods in a shop near the home consumer, the consumer will forget about bids in
Internet.

o. Include a satisfaction guarantee. The last thing to note is
satisfaction guarantee. Services are incomplete, if not guaranteed
satisfaction to consumers. For example: by telling the consumer if
goods received in damaged condition, the company was willing to replace or
companies that bear the shipping costs or exempt from tax
purchase