Ecommerce | Ecommerce News

The Donkey In The Guise Of A Tiger

Remember the fable? If so, it makes my job simpler in driving home the main point: the e-businesses that go for technology fascination alone are destined to the donkey's fate.

By the way, technology fascination means enriching the front end of your e-shops with cosmetic features using innovative e-commerce design solutions. No doubt, when you do this you might score over your competitors to the extent of visual appearance, arouse an interest in the visitors, and even drive them make a purchase of your offers.

But what if there happens to be a void between what the customer perceived and actually derived? Sure, he will be disappointed, there could be an escalation or simply, he will discard you never to return. To an extent, he could go on spreading his ill-experience to others.

The end result: you are bound to lose both the impression built by cosmetic technology and the ground to your competitors. And, the credibility, lost once, is impossible to regain.

Many conventional businesses that found the going tough, went on a technology-fascination spree in an effort to turning their fortunes around, albeit unsuccessfully. What they lacked was value-addition to their offers. And, stills, it seems that the lesson is not learnt; many e-businesses continue to be fascinated and many will be in future - only to be destined to the donkey's fate!