Family firms with more experience in customer service and after sales service tend to keep their customers happier for longer. This notion is particularly true when you consider that repeat business is the staple ingredient of ensuring long term success in any face to face retail environment.
The best well run family businesses continue a tradition of helping customers according to their individual needs. This, combined with long-term establishment in the community, can help many small businesses turn into medium and large sized enterprises. Businesses can grow from their beginnings as small high street shops to large superstores who offer wide ranges of stock.
The economic climate in recent years and right up to the present day tells a tale of instability. This instability has resulted in a general downturn of profit and as a result, quite a few well known nationwide firms have gone into administration. On the other hand, small businesses who offer good quality service are much less affected by economic problems and still have the ability to thrive.
You could say the reason for the downfall of large enterprises is mainly due to online trading and competitiveness and the overheads incurred with running a sizeable business, with its many employees. Whatever the reasons may be, the fact that many small businesses are still thriving speaks volumes about the quality of service offered. Quality of service is the defining factor in the success of any business who takes itself seriously.
The e-commerce solution is not always a viable one for real bricks and mortar businesses because it opens up the door to competitors who comparatively have very few overheads in running their virtual online stores. We also have to consider the truth that online businesses (some of which are well run and efficient) can only really offer a good price to entice would-be customers.
Online ventures are often not selective in their approach to providing tailored services and products, moreover they wish to expand and not specialise. This tactic effectively dilutes the market and in the non-digital world, a similar effect can be seen with giant superstores which offer everything under one roof. It may be convenient for the consumer to gain access to multiple services all under one umbrella but the quality of service and knowledge base within these businesses suffer as a resultyou can find out more.
There are simply no assurances that dealing with an online business will mean good after sales service and overall customer satisfaction.
Although a website may be well presented, nothing beats actually standing next to and touching the product you intend to buy. In physical businesses, the presence of real human beings who offer efficient service with a smile creates a good atmosphere that could never be emulated in the digital world.
Customers generally feel more secure in purchasing from bricks and mortar businesses that are open to the public, rather than a website which may offer security during payment but who can much more easily disappear or deny responsibility.
I think it can be universally agreed upon that the battle between physical and online businesses is one sided in favour of physical businesses.
Something Old, Something New
Combining the traditional physical business with an online non ecommerce website provides a more accessible place for a wider array of consumers as well as ensuring compliance with technology. The end result of adding online access should not denigrate the character of a traditional business, as is often the case when switching to a purely e-commerce, price driven agenda.
Bells Domestics is a bricks and mortar family business established in 1960. They offer sales, spares and repairs on free standing and built in kitchen appliances. With over 50 year’s experience, one of the largest showrooms in Yorkshire and very knowledgeable staff, this company provides excellent customer service.
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