Q: If you could only bring one "regular" offline, business concept to
the Web, which one should you choose?
A: The Customer Is Always Right
Last week, enable described six
models for C.O.M.B.A.T. on the Web. Today, enable will focus on companies
that successfully utilize one or more of the models. As you will see, when all
is said and done, the primary focus of all of these companies is attracting,
utilizing, and maintaining customers. Sounds simple? Lets check out the
companies and see how they do it.
RealNetworks – Branding To Get and Stay in Customer’s Heads
RealNetworks (www.real.com) is
an excellent example of how to brand your company and its products on the
Internet. Through its brand name, "real", RealNetworks tells its customers true
(real) audio and video on the Internet, in real time, there is only one real
choice.
It is no surprise that RealNetwork’s brand name is one of the most widely
recognized names on the Internet. The name "real" is totally suited to what the
Company does – real time delivery and playback of audio, video and other media
over the Internet. "Real" conveys the real time aspects of the company, as well
as the quality aspects of the media being delivered. Whatever the medium - be it
audio, video, text or animation - it is real!. The branding is also special
because the name is short, right to the point, and very easy to remember.
RealNetwork’s branding of the real name includes RealPlayer, RealSystem,
RealProducer, and RealGuide. RealGuide is a great example of how to provide
current and future customers with added value, while promoting yourself and
keeping your name in your customers’ heads. RealGuide offers visitors
programming information from and links to thousands of Web sites, including live
radio and television stations. A TV and Radio Guide for surfers. The key is that
all of these valuable sites are listed and stored for users in one easy to find
place, and they all require the use of RealNetwork’s products.
Get Customers by Making Online Shopping Fun
An excellent way to attract, maintain and most importantly of all profit from
customers is to make online shopping a truly fun and enjoyable experience.
In this respect, two companies stand out. The first, eToys (www.etoys.com) provides its
customers with a simple value proposition – buying toys is fun and enjoyable,
for both adults and children. It works. eToys has become the leading destination
for online toy shopping, and is well ahead of its closet competitor – Toys R US (www.toysrus.com) – even
though Toys R Us has dominated the retail (off-line) toy market for years .
The Sharper Image
(www.sharperimage.com) also gets and keeps customers by making online
shopping fun. However, unlike etoys, Sharper Image accomplishes its goal in part
via the latest technological innovations. The Sharper Image is one of the early
adopters of 3D technology that lets its visitors try before they buy. The
company is using products and technologies that bring selected Sharper Image
products to virtual life - right on your computer screen.
Visitors can interact with 3D products by using the mouse like a "hand," and
can check out certain products just like they would in a regular store.
The key point about Sharperimage is that it invested the time, money and
effort to provide its customers with something special and to solve a problem
with online shopping – the inability to try out products before buying them.
Dell Computers - Taking Care of Nitty Gritty Details
Even before the Web, Dell made a name for itself, and lots of money, by
selling computers directly to buyers. In doing so, Dell focused on providing
total customer service. In selling computers online, Dell continues to provide
its customers with the best possible service. Dell uses something called a
premier page program for large clients. In brief, this lets the clients go
online via their own Intranet to configure computers, pay for them and track
their delivery status. Customers also get instant access to technical support.
The main point about premier pages is that Dell will even set them up for
prospective customers – providing a major competitive edge.
The above companies are only examples of how to provide your customers with a
high value proposition. Enable will be glad to suggest additional companies to
learn from upon request.
Enable Stage Two
Today’s column completes stage one of enable - using the Internet to obtain
business information - and is also a transition to stage two - using the
Internet for business and strategic planning. Providing a high value proposition
to your customers is one aim of such planning. As today’s column emphasizes,
whatever medium your business uses, the customer is still king. Enable stage two
will apply to the business planning process all the information provided to
date.
On a personal note, I want to thank all of you for your comments and
questions. I look forward to receiving more as we continue our quest to make the
Internet benefit our businesses.
Published by Israel's Business Arena on June 8, 1999