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.

Say What You Mean

Do what they say, say what you mean
One thing leads to another
You told me something wrong, I know I listen too long
But then one thing leads to another.

–        The Fixx: One Thing Leads to Another

One thing does lead to another, especially when it comes to expectations being met or unmet.  During the past few weeks I’ve been let down by one vendor, had my positive expectations met by another vendor, and had my expectations exceeded by yet another vendor.

First, I’d like to talk about the let down.  I’ve been looking at getting a new smartphone.  I’ve had my Motorola Cliq for about a year now and, despite repeated promises that the OS for it would be upgraded from Android v1.5 to at least v2.1 (the latest is v2.2), nothing has happened.  I heard that my mobile company would soon be offering a phone that interested me.  They even have a web page dedicated to upcoming information on this particular phone.  The page says “Sign up to stay in the loop”.  So I sign up.  I don’t get a confirmation e-mail, but that is ok.  Then, last week, details on the phone are announced.  The problem is that I read about it on a tech web site.  That’s right, no e-mail from my phone company. Apparently, I’m not yet in the loop!  I go back to the web page to see if it has been updated. Sure enough, there is now a photo of the phone, but no other feature details!  I just don’t get it.  You have potential customers that are interested in an upcoming phone. They have signed up for information and expect to be “in the loop,” yet they have been ignored and, instead, the information is announced only to some reporters?  After that, I gave up waiting for the details and instead purchased a phone from another manufacturer!

Now for the good example.  As anyone with teenage boys probably knows, the latest video game in the Halo series was released this week (on Tuesday at 12:01 am.)  I admit that my son and I are fans of the series.  I pre-ordered a copy from Amazon, as they promised to deliver it on release day.  Sure enough, it showed up on Tuesday, as promised.  This is exactly what I expected, as previous pre-orders of popular items (such as the Harry Potter books or more recently “Mockingjay” of the Hunger Games book series) also showed up on release day.

Coordinating shipping so that everyone gets their book or game on release day is, I imagine, a whole lot more complicated than sending an e-mail to announce a new phone!  My cell phone company wasted a marketing opportunity and, while their goof did not cost me anything and I still use their service, I do feel that they tarnished their reputation and will think twice before signing up for any of their promotions.

Now, most merchants do not have the size and resources of Amazon or a phone company.  That being said, whatever you promote and announce, you should deliver.  And, because you are a small business, you can deliver that “personal touch” that larger companies cannot.  A recent example of a business that exceeded my expectations came when I recently ordered some snorkeling equipment online for a family vacation.  The equipment came as expected, but inside was a handwritten note thanking me for the order and wishing me a wonderful snorkeling experience!  I was so impressed by this simple, yet thoughtful gesture that I had to immediately show my wife the note!

Do what you say you are going to do is good advice for all merchants.  If you can’t deliver on your shipping, return, or privacy policy, don’t display those promises.  It’s always better to meet expectations (even if they are a little lower) and sometimes exceed them than to meet them most of the time (even if they are a little higher) but occasionally fall short.  Set your bar at the appropriate level and you and your customers will both have a positive experience.

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