Midk.dk

Midt i Danmark dot DK

Kommunikation og handel samles online, eller?

Der er noget om snakken – flere og flere butikker ”udvider åbningstiderne” ved at åbne netbutikker i stedet – eller som supplement til deres eksisterende butik. Og skal man tro de kloge hovedet inden for webverdenen kommer webhandel til at erstatte de fysiske butikker i fremtiden.

I min by er der lige åbnet en ny butik – en kæmpestor legetøjsbutik på flere hundrede kvadratmeter, hvor børn og barnlige sjæle kan lege, prøve og mærke på tingene, mens de leder efter den helt rigtige gave. Og det er et modigt tiltag, hvis man spørger de kloge, for fremtiden er og bliver webhandel.

Det er simpelthen nemmere for forbrugerne at sidde hjemme i stuen i ro og mag og købe gaverne til juleaften. Selv fødevareindkøb på nettet vinder indpas flere og flere steder i det danske land. Og jeg kan heller ikke undslå mig for at tilhøre skaren, der køber på nettet.

Nogle gange er det bare lettere at købe tøj og gaver på internettet frem for at stå i en lang kø fredag eftermiddag, først til prøverummet og derefter ved kassen, når der skal betales. Men det er jo ikke helt ligegyldigt, hvordan hjemmesiden ser ud, hvis man vil have succes med sin webbutik.

Er den for rodet, for kedelig eller for uoverskuelig, så sælger man intet. Om varerne er nok så billige kan du være sikker på ikke at sælge noget, hvis det ikke er nemt at finde på ”hylderne” – det gælder både for internethandel såvel som de analoge butikker.

Desværre er der stadig en del butikker på nettet, som ikke forstår nødvendigheden af at have en god hjemmeside. En hjemmeside, der både fortæller lidt om hvem de er og hvad de sælger – og ikke mindst – hvor man kan finde deres produkter og hvor de kan få hjælp, hvis de ”farer vild” på sitet.

Nogle hjemmesider er så rodede, at man kan undre sig over, om det ville have set ligesådan ud, hvis de havde en rigtig, analog butik eller et kontor. Jeg tror ikke, de har tænkt over, hvilke signaler de rent faktisk sender ud ved ikke at have styr på hjemmesiden. Og at man ved at sende de rette signaler rent faktisk kan skabe så meget troværdighed omkring sine budskaber, at man kan få flere kunder.

Det er da værd at tænke over, synes jeg, og så overveje hvordan man vil kommunikere på sin hjemmeside. I hvert fald kunne det være rigtig rart, hvis alle hjemmesider var så gode, at man hurtigt kunne afkode, hvad der sælges og hvorfor jeg skulle vælge dem som leverandør frem for andre internetbutikker.

Der har den rigtige butik jo noget, som en internetbutik ikke har: Man kan røre ved varerne, se sig omkring, få et indtryk af ekspedienterne og måske en snak. Det kan man ikke på nettet, men til gengæld kan man få kunden til at føle sig velkommen i netbutikken ved at have de rigtige farver, et overskueligt grafisk layout og en god, præcis og sælgende tekst – alt sammen elementer, der samlet set appellerer til kundens købetrang.

Indtil webbutikkerne har kringlet den på plads, tror jeg ikke, at vi behøver bekymre os for, at de rigtige butikker lukker. Der er stadig brug for at kunne røre og føle sig serviceret, når man skal købe varer. I hvert fald i langt de fleste tilfælde.

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