Not all e-stores are created equal. Watch out for things that may seem great on paper but could potentially sabotage a marketing program’s success in the execution phase. While shopping around for an e-store provider, look for the following red flags:
- 1. “Free” E-store: While the offer of a free e-store is alluring, in the long run a semi-functioning, under-performing e-store isn’t a good investment for anyone. Often, hidden integration or accessibility fees may apply in “free” e-stores to make changes, add products or give new users access. Free e-stores are often basic out of the box applications that can create an order front and allow users to place orders, but they are limited in working the way your business works.
- 2. Limited Visibility: Not only does an e-store serve as a way to streamline processes, it can be a valuable data-gathering tool. Critical data will be running through the e-store, so make sure it is able to collect the right data and is able to report or display it in a meaningful manner. Some questions to ask when evaluating visibility are – “Do the reports fit my industry?”, “Are reports lines of data or are they presented in dashboard-like manners for quick decision making?”, and “If I want to change a field, will I be charged a customization fee?”
Make sure to request a live demo from the proposed vendor to see exactly what the proposed e-store can do. Check to see if the demo is relevant to your industry or your business model or if the vendor has any experience in your industry.
- 3. Out of the Box Applications: Be wary of a system that doesn’t allow integration with other vendors. An e-store should streamline business practices, not limit them. E-stores that act as a hub to work with multiple vendors are ideal. Check to see if the proposed e-store will connect to your systems, banks/financial institutions, regulatory agencies, web sites and ERP applications. If it can’t, you may be left with an under-utilized e-store after implementation.
- 4. Customization: The brand experience matters to business partners as much as consumers. Make sure the selected e-store can be customized to meet brand standards and provide functionality that is easy to use and intuitive. E-stores should be simple for end-users, not a hurdle they have to overcome to promote products and services.
- 5. Lack of Additional IT Support and Security: Be sure the proposed vendor has the capability to support extra volume if your company adds a product or entire brand. The e-store system should have the ability to define user groups “on the fly” for data security and convenience in ordering products. Inquire what back-up measures will be taken to ensure user accessibility and data security in the event of an outage, virus or security breach.
About the Author:
As the Chief Information Officer, Brian is responsible for aligning business services with technology to deliver innovate solutions to Archway clients. To maximize efficiencies of time and money, he continually looks for ways to optimize resources and create services that will streamline operational processes. Brian has been an IT leader for over fifteen years, with experience that spans the three major IT disciplines (Planning and Architecture, Software Development and Support, and Infrastructure).