Online shopping is growing apace

Online shopping is gathering momentum at an amazing pace.

A survey last year by media researcher ACNielsen showed 65 per cent of New Zealand's 2.3 million regular internet users aged 18 and over planned to buy something online for Christmas.

A recent item on National Radio said Australia's online sales now exceed A$22 billion, an average of almost A$1000 per person each year.

Ontempo New Zealand (ontempo.co.nz) assists businesses to deliver online sales.

Frank Tocker, an Ontempo director, recently said: "I have just read, in the book The New Rules of Retail by Lewis and Dart, that only around 50 per cent of current retail and supply-chain businesses are likely to survive the technological and culture changes that are currently occurring."

The early deployment of fibre under the Government $1.3 billion UFB initiative gives Wanganui businesses a unique opportunity to introduce online sales. In so doing, they will be "future-proofing" their businesses and keeping one step ahead of their competitors.

A person who has substantially expanded her business through online sales is forward-thinking Kerry Bradburn, one of New Zealand's leading female business entrepreneurs.

Kerry once had five "Wildpoppies" retail florist/gift stores, but she noticed that each year her phone sales were increasing and her over-the-counter sales were dropping.

In 1998 she introduced online sales to her wildpoppies.co.nz website, and now Wildpoppies is this country's leading online florist. Because of the growth of online sales, which now account for more than 70 per cent of her sales, Kerry has closed all but one of her florist shops.

Kerry said: "Initially I had heaps of problems with my first website, such as having to call in technical experts whenever I wanted to update prices. Improved website technology now enables prices to be changed and new products to be added with ease."

However, keeping ahead of the pack in the fast-paced world of online marketing was a constant challenge, because:

Increasing numbers of people are now shopping online from their mobile phones and pocket personal computers;

Of the need to constantly make changes, and often completely redevelop our website, to ensure we take full advantage of market changes - like the social media marketing opportunities Facebook etc provide;

We have to regularly review our search engine optimisation.

The team at Ontempo have provided valuable support for Wildpoppies through the above and many other aspects of our online marketing, and I recommend that any business contemplating adding online sales capability to their website should contact Ontempo.

Article contributed by the Chamber of Commerce UFB Business Strategy Group. To suggest initiatives which you believe should be considered for inclusion in the group's strategic plan, or to contact the group, drop an email to john.patty@xtra.co.nz