As a follow-up to our two-part interview with Ken Kikkawa, president of eHobbies.com, we gave him three really tough and provocative questions that only an experienced entrepreneur, steeled in the fiery cauldrons of online retailing, could answer. He answered them almost too easily:
How do you define merchandising in an online environment?
Presenting products to customers in a way that would entice them to buy.
What are the three most important metrics that you track?
A. Overall company sales.
B. Site visitors.
C. Site conversions (percentage of site visitors to purchasers).
For a new retailer starting out, what are three things you would recommend they do?
A. Don’t over-invest in inventory.
B. Develop a business plan and stick to it.
C. Focus on the customer and customer service.
Tags: ecommerce site search, etailing, online conversion, online merchandising, online retailing, Site Search, site search redirection