An Online Retail Experience Where Somebody Actually Cares About YOU

by , Dec 10, 2013, 10:20 AM
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I don’t like most shopping experiences. That includes physical stores and virtual ones.

That’s why I love Amazon and its Prime unlimited-shipping program. I can buy a wide variety of items at a reasonably good price, from one retailer, with speedy checkout and delivery. It saves me time and money, and reduces hassle. That explains why I often make several purchases a week from the service.

While I’m using Amazon a lot for holiday shopping this season, I just purchased a few items from Etsy, the marketplace of handmade goods. Sure, the items I purchased were all one-of-a-kind, from passionate artisans with small shops. The discovery, review and checkout process was simple. But it was a radically different experience, and not just because of the handmade part.

What made the shopping experience stand out was a personal email from each seller. These were far from canned and corporate. They included little quirks with lots of personality. When I responded back with questions or comments, I got happy replies immediately. I’m not sure if this is standard with every Etsy purchase, but it was with every one of mine.  Here is an example:

“Thank you so much for your purchase! We do so appreciate your business the item  you purchased is on way.  We do so love feedback so if you have the time let us know how you feel... peace and love karenD”

These notes made the most robotic, transactional and anonymous aspect of online shopping -- the checkout -- rich, human and authentic. They also underscored how much those attributes are missing from big corporate retail experiences. Custom notes may not scale as efficiently as messaging automation, but just one can have transformational impact. And I got multiple ones.

Amazon has captured me with a barbed hook of efficiency. However, I’ll always have a place in my heart (and corresponding dollars) for Etsy and other online retailers that deliver good products with authentic, personable experiences.

It really is possible to be human online, even during a transaction.

2 comments on "An Online Retail Experience Where Somebody Actually Cares About YOU".

  1. Tom Francoeur from Communispace
    commented on: December 10, 2013 at 10:47 a.m.
    Great article, Max, and very true! A personal response has a lot of value. I use Etsy every holiday season and for other special occasions. (My wife loves pottery.) I've always had a friendly, engaging and personal experience with the vendors.
  2. Maarten Albarda from MLA Consulting LLC
    commented on: December 10, 2013 at 12:01 p.m.
    I have ordered from Etsy via a product advertised on Facebook - SCORE! :-) Same experience, all very positive and personal. Having said that, I have had really good, personal experiences with Amazon's call center to solve small issues with orders there. Empowered people on the phone, and they are actually nice and very approachable.

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