Perception or Intent–Which Matters More in Ecommerce?

Posted by admin in Commentary, Featured, Internet Marketing, ecommerce on 06 16th, 2009 | one response

Does it really matter?

As an internet marketer, your customers create a perception of you by many means. The way you offer your items for sale, whether it’s using an online venue such as Amazon, Bonanzle, eBay, Etsy, Onlineauction, etc. and or your own website is one way. What these offerings actually say is another. How you handle communications before during and after the transaction is still another. You get the idea. But, does it matter what your customers percieve, or is it your intent that matters?

If you choose perception, you are exactly right!

It does not matter what your intent was!

Perception is EVERYTHING! If you have to explain what you meant in your product offering from the item itself to the terms and conditions of the sale, you have FAILED your customers. This failure will at some point cause you significant problems. This is not a guess but pure fact.

Where you sell also creates a perception. Whether you use an online marketplace or your own website, it creates a perception for your potential buyers. This is what concerns me about the recent remarks by John Donahoe regarding eBay wanting to create a Costco type buyers experience. Do you as an online marketer want to be perceived as a Costco type product offering? Does your product or service fit the ”Bargain Price” model that wholesale clubs promote?

How can we as internet marketers hope or expect our potential buyers to pay fair prices for products or services if the venue itself wants to be “Perceived” as a discount marketplace?

Now before you get all up in arms, there is nothing wrong with wholesale clubs! I have been known to shop them from time to time, but the products I seek in these venues are very specific. I shop on eBay when I want the product at the best possible price. However when quality matters I shop elsewhere, and that is what I see many other buyers doing as well.

My point in this blog is simple. Just ask David Letterman what perception vs intent can do!

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1 Comment »

Kat Simpson Says:
June 20th, 2009 at 7:45 pm

Dave, you and I are on the SAME Page on this. I just don’t think I WANT eBay to encourage the idea of ‘bargains on eBay’. I would much rather they push the idea of high quality items but doesn’t look like that is the direction they are moving.

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