How to compliment your publishing income with e-commerce
28 November 2010 : AASM News
The internet presents potential revenue streams for many sectors. Arguably magazine publishers should be at the top of the list because they already have loyal customers in the form of readers so are in a strong position to upsell new products through the web to those existing customers. For many curious publishers the question is "Can I afford not to sell online?". Here are a few headlines to consider when planning your new income stream.
What to sell?
Consider approaching contacts in your industry who have surplus or end of line stock that you could purchase at favourable rates and retail to an eager readership.
Avoiding goods that need to be smelt and touched prior to the sale is sensible. Keep it simple.
The e-commerce website
There are many simple off-the-shelf systems on the market that provide good functionality and are easy to format and brand.
There are also many web designers who can set up a webshop for you. Their involvement will come at a cost but the end result is likely to be more professional.
Payment processing
The funds of the transaction on your site are passed through a Payment Processor to the merchant account and then into your trading account. There will be costs deducted along the way and there may be a deferment period in which the Acquirer retains the funds until passing them to you.
It is not a given that an account will always be issued and Paypal might be the only option available to you but beware the costs.
Marketing the website
The printed or online version of your publication will provide a fantastic vehicle for educating the readership about your new e-shop. Your ambition should stretch beyond your loyal readers so optimise the website for the search engines.
Add new and relevant content to the site using a blog, news feed or link it to social media like Twitter and Facebook. Be aware the time required to maintain these media.
Terms and condition on the site
Having compliant, robust and ‘on brand’ terms and conditions is a must for all e-retailers.
Abiding by the Distance Selling Regulations will create confidence in your customers.
Your returns policy must be thoroughly considered in line with the products being sold. Balance the need to protect yourself against speculative shopping and making your customer feel welcome.
Despatch and delivery
It is crucial in this area to manage your customers’ expectations. Avoid selling products that are out of stock because managing back orders is time consuming and frustrating for you and the customer.
Try not to choose a carrier solely on their price. The service they offer and the way they manage parcels they cannot deliver first time must feature in decision.
Customer service
How will the inevitable issues be dealt with? How will a customer phone enquiry be handled quickly and efficiently? Who has the responsibility and access to the relevant systems to satisfy a customer’s enquiries promptly?
Outsourcing
There are a number of companies in the UK who offer outsourced support for e-commerce retailers and none better than AASM Ltd.
At AASM we specialise in the fulfilment of e-commerce orders and have unlimited capacity to store, pick, pack and despatch orders to customers. With a dedicated customer service team we are on hand to provide complete cover for all enquiries and can even add additional sales channels by taking orders over the phone or through the post too.
We already have the expertise in place and all of our customers benefit from the economies of our scale too. We ensure that e-commerce is a low-risk activity for our client by carefully managing the entry costs and by making the ongoing cost of e-commerce variable and not fixed because you only pay when an order is despatched.
Our services can help existing online retailers or new entrants so for more information on how to exploit the opportunity presented by e-commerce simply call David Alliston on 0845 521 2240.
