More About Hype

How would you like a netbook computer that ran on 4 AA batteries for almost 20 hours?  Back in the 80’s there was such a computer from Radio Shack (Tandy Corp) called the TRS-80 Model 100.  It was so revolutionary at the time, that today it ranks number 2 on PC World’s The 10 Most Important Laptops of All Time.

Tandy TRS-80 Model 100Journalists loved this computer.  It was light (only 4 pounds), had a “notepad” application for writing, and a built in modem so they could upload their stories to their editors.  It received many glowing reviews, in part, because journalists loved it so much.  From the reviews, one might have expected every family to have one of these devices.  But eventually, after the early adopters and journalists had obtained their copy of the Model 100, sales tailed off.  It turned out that, while this was a great machine for road warrior journalists, it did not meet the needs of the average family or even business users.

Last week, I blogged that you should “Watch Out for the Hype”.  Just as the earlier journalists loved to write about the Model 100 (as it fulfilled their needs), journalists today love to write and praise the newest thing.  You sell more articles when you talk about new stuff rather than old stuff.  Of course, this does not mean that their articles are incorrect, just that they may be a little overly optimistic.

One of the latest trends to be hyped is mobile ecommerce.  Yes, the iPhone and other smartphones have sold well.  And yes, people like to check prices from their phone and comparison shop.  But that does not mean that shoppers are ready to complete the online purchase from their cell phone.

This article from Internet Retailer indicates that 6% of smartphone users have shopped from their phone.  It is unclear in the article if by “shopped” they mean researched products and prices or actually checked out.  This other article from Internet Retailer indicates that just 2% of European online buyers purchase products from their mobile phones and only 5% say they are interested in doing so.  Does this mean that mobile commerce (m-commerce) is not going to be important or that it won’t grow?  Of course not!  But currently, it is a very small percentage of the total number of online sales.  It is good to be aware of m-commerce trends, but do not focus on those trends at the expense of traditional eCommerce channels and marketing efforts.

Watch Out for the Hype

Just over a week ago I attended my high school class reunion.  Growing up in Vermont, I attended a small school where there were only 90 of us in the graduating class.  In an effort to reach as many of the former classmates as possible, the reunion committee used e-mail to get the word out about the reunion.  I offered to set up a Facebook group page, figuring that most of my class, like me, would be on Facebook and like me, they’d want to upload and share old reunion and high school photos on the group page.  After all, there are nearly 126 million Facebook users in the US.  As of the start of 2010, the US has a population of nearly 310 million. That means that at least 40% of the US is on Facebook!  The percentage is probably even higher if you were to remove children from that population count.

The Latest, Greatest, Thing!

Based on those figures, I expected a fair number of classmates to join the group.  Instead, only 16 joined the group, which worked out to be a rather disappointing 18% of my classmates.  In fact, I had to prod a few classmates that I knew were on Facebook just to reach that number!  They said they were busy and only occasionally checked Facebook.  Imagine that, a life outside of Facebook!

Now, you may be thinking that those of my generation are not very technical, so it’s no surprise that the percentage of my classmates using Facebook is so low.  Then I thought of my three college-age children.  While all three of them are on Facebook, one of my daughters rarely uses it.  She is someone that sends text messages all the time, but Facebook has never held much interest for her.

What does all this have to do with merchants?  It reaffirms that you cannot rely on one channel to reach your customers.  Facebook is only one of several channels that are available to use (see my post Unlike FIFA You Should Use Technology.)  Some people will be easily reachable by Facebook, while others rely on Twitter or e-mail or search engines or even costlier channels like local ads or direct mail for contact.  The press likes to tout the newest, coolest thing.  But, even if a technology has a large number of users, it does not mean that your potential customers are actively using it or that it is even an appropriate channel for reaching them.  Take the hype with a grain of salt and use all of the appropriate channels that you can.

Disaster Recovery

Memories are always with you, but photos are the one tangible link you may have to some of the best moments in your life.  Portraits of children growing up can never be replaced.

From the Article – Apartment Fire Emergency: What To Take in a Hurry

Despite making it through a relatively wildfire-free summer here in the west, we recently had a wildfire spread to within 30 miles of our residence.  News video included shots of people evacuating their homes.  They were piling their cars with the items that were most important to them, including their pets.  My wife turned to me and asked, “What would we take if this had happened to us?”, and then quickly followed that question with, “What about all our digital photos?  Would we need to bring the computer? Are they backed up?”  Interestingly, I was going though the same thought process.

I may be a little paranoid about backing up my data.  I use both an external usb drive to backup locally and an online service to backup to the web (“cloud”).  Since our home computer is a desktop, I would just grab the external drive and, worst case, if we did not have time to even get that, my data would still be safely residing on a server somewhere.

It has been my experience that most merchants do not give any thought to backing up their data.  No doubt they assume their hosting company is doing a daily or weekly backup, and to be fair, it’s likely that they are.  But what if there was a problem with their backup or it had been a while since a full backup was done and the server’s hard drive crashed or you accidentally deleted all your products from your store?  It’s times like these when you wish you had a better backup plan than relying on your host!

In ShopSite there are three different methods for backing up your data.  First, if you are using ShopSite Manager or Pro, you can download all your pages, products, orders, and customers (in pro) to a text file.  If needed, you could use that text file to upload those same pages, products, etc. back into your ShopSite database and then republish your store.  To perform this download/backup go to Utilities, then to Database and click on the Download button to view your options.

The second backup option in ShopSite is called Backup.  Also in Utilities, Database there is a Backup button.  This makes a copy of the ShopSite database and stores it on the server.  This is a fast backup and, like the text download, saves all your pages, products, etc. that are stored and generated as web pages from the ShopSite database.  But, unlike the text download, this copy is stored on the server.  If the server’s hard drive crashes, your copy would not be accessible.  This backup is more useful to use when recovering from a mistaken deletion of your data.

The final built-in backup option in ShopSite is called Export (first available in v10 sp1.)  Like the other two methods, this is also found in the Utilities section.  The export function creates a compressed (zipped) file that downloads to your local computer.  As with the first two backup options, it also allows for the backing up/downloading of the ShopSite database.  However, some ShopSite data is not kept in the regular database.  Your shipping, tax, and gateway configurations as well as reports and any custom templates that you may have are stored elsewhere. This backup method provides options to download those files and databases in addition to the information contained in the previous two methods.  This backup option should be viewed as a failsafe for restoring your site from catastrophic server failure, as you would need to provide the zip files to your webmaster to restore (unzip) the files to the appropriate directories on the server.

Backup section of ShopSite dashboard

People sometimes need a gentle reminder to back up their files.  You can configure ShopSite to remind you to backup or export your data.  If you are running ShopSite v10 sp2 (service pack 2) go to Utilities then to Back Office UI.  In the Dashboard section of that screen you can indicate how many days between backups ShopSite should wait before issuing a warning that you are overdue.  On the new Dashboard screen, when you first login to ShopSite, if your backup is overdue you’ll get a red warning displaying the number of days since your last backup.

I hope that you never need to use a backup. But, if you ever do find it necessary, you will be glad to have a current backup available.

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