• by Seana Mulcahy , May 1, 2006

I remember watching a sitcom where one of the characters said she loved the Web because she could shop in her underwear. Not sure I ever thought of that myself--perhaps I haven't "lived" yet. I have, however, worked in my pj's in the morning--and been thankful I didn't have videoconferencing. But I digress (and that's too much information).

Remember a few years ago, when we all pulled out our presentations that aimed to set the stage by proving the Web's worth? You know, the ones that said: the Web is the fastest growing media in history; men and women are both online; people go online at work AND at home; kids go online; and my-all-time favorite, it's safe to transact online.

It's funny how times have changed. I don't know 'bout you but I'm soooooo glad I don't have to spend precious moments going through that crap anymore. The one thing I need to keep in the forefront of my mind is that I am not a typical consumer. If you are reading this, you probably aren't either. I mean, let's face it; I've bought anything and everything: airline tickets, car parts, flooring, sinks and faucets, furniture, gifts, flowers, e-card subscriptions, movies, books, clothes, sporting goods, etc. online. Heck, I even found my house online. (OK, I need to get out more.)

That being said, we really need to see our sites (and our clients' sites) through the eyes of the consumer. Nowadays they are still concerned about security, but they are savvy. They also have an arsenal of tools added to their machines: Anti-virus, SPAM filters, adware and spyware protectors and removers to name a few. So security is an issue, but privacy remains at the top of the list of online consumer's minds.

Nonetheless, today's online consumers love that they can send their friend an e-card, buy some flowers and have them delivered the same day, check the sports scores and latest stock information, pay their bills, book a movie, and map out the best route to get to a meeting.

The Federal Trade Commission has lots of tips for consumers concerned about privacy on its site. Among the suggestions: When exploring online, think ABC to remember the privacy and security questions you should ask about a company.

About me. What information does the company collect about me and is it secure?

Benefits. How does the company use that information and what is the benefit to me?

Choices. What choices do I have about the company's use of information about me? Can I opt out of having information used for other purposes, and how?

As marketers, advertisers and merchants, we should think about our online businesses through the eyes of the consumer. Let's take a look at the stats of ecommerce today. Shop.org and Forrester are coming out with a new study sometime this month. However, according to Forrester, by 2010 e-commerce transactions are predicted to reach $316 billion, respectively.

So what's the key to increasing commerce online?

Well, certainly, proving that you (or your client) is a trusted marketer

Providing a clear privacy policy.

Illustrating that you are SPAM compliant.

Offering a phone number AND online option for consumers to ask questions/get help.

Developing loyalty.

The bottom line is that today's online consumers will shop till they drop with trusted brands. How can we establish that trust and loyalty online? Got a tip or bit of advice, post it to the Spin Blog. Happy May.