Change and innovation are always feared, and therefore always resisted.

When the first ATMs were introduced, the banking unions fought against them because they feared it would mean the end of tellers (who can forget the lines we used to endure at banks in the bad old days). Instead, we saw the rise of electronic banking with the banks now involved in almost every transaction. When the video player was first introduced, film industry experts predicted the end of cinemas, but today we are seeing a resurgence in cinema attendance numbers because the industry was forced to become more innovative, and now delivers a significantly enhanced customer experience via new developments such as 3D.
In recent weeks, some of Australia’s larger retailers have vigorously argued that the ability of Australians to buy online will destroy retailing in Australia, with thousands of jobs going off-shore, and that we need to tax the internet to “create a level playing field”. This is despite the fact that less than 3 per cent of all retail sales in Australia are transacted online!
I believe that the larger retailers are looking at this the wrong way around. Retailers should be asking why people buy online. Yes, price is a factor, but I believe that many Australian retailers have dropped the ball when it comes to customer service.
How often have you visited a showroom to be told: “Yes, you can have your new lounge, but it will take a month to deliver”. Or better still, after you fork out a four figure sum for the latest and greatest TV, you finally get it home and spend a day wondering how it works and how it connects to the DVD player, the Wii and the home broadband.
A large number of the NSW Business Chamber’s members are small businesses, and some of these are small retailers. These small retailers have never been able to compete with the big guys on price. These smaller retailers have had to create an offering to customers that is personalised, tailored and that seeks to anticipate and meet the specific needs of their customers.
In an artificial sense, the clever online retailers are already doing this. When I visit Amazon, the front page is full of images of goods that Amazon anticipates I will like, given my purchasing history and my demographics. It doesn’t always get it right, but most times it’s a good match.
I believe that Australian retailers are actually quite poor when it comes to customer service. I’m convinced that “Betty from Bankworld” moonlights as a staff trainer for many of our retailers. Our service culture is especially poor when compared to countries like the US. We do not have a culture of anticipating customer needs and of going the extra mile to make the shopping experience as easy as possible.
In some of our big stores it is quicker to read ‘War and Peace’ than it is to find a staff member available to help, or better yet keen to help.
For a company like Harvey Norman, who for many years has been at the forefront of innovation in retailing, it might mean having delivery people who can stay an extra fifteen minutes and help you set up your new TV or new washing machine. The answer isn’t a new tax (and especially not a tax that would cost more to administer than what it would raise in revenue). The answer is for Australian retailers like Harvey Norman to innovate like they did in the 80s and 90s when they weren’t the big guys in town.
The retailers might also want to study what the grocery stores like Woolworths have been doing in terms of understanding their customers. The Woolworths loyalty card is able to track the buying habits of every purchaser, and it’s only a matter of time before this information is used to direct targeted emails with specials totally tailored to that individual customer.
The answer to the internet is not more taxes. The answer to the internet is innovation, and for retailers to do what they do even better.
The fact is that while many goods on the internet are less expensive, there are delays in receiving the goods, the sale is not governed by Australian consumer laws and if a refund is needed, it costs a great deal to return the goods to where they came from. On the other hand, you can try on a shirt or a suit in a department store, you can see the colour of a good or feel its texture, and you can return it if it doesn’t fit, all of which is very difficult to do over the internet.
Yes, the internet does provide a new challenge for Australian retailers, but price is only one variable when you shop. Other variables like ease of parking, friendly, helpful and well-trained customer service staff and the provision of ongoing “after sales” support are just as critical.
I welcome the challenge of online retailing, because I believe it will drive a revolution in the service culture of Australian retailers, and this can only be a good thing for Australian consumers.
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