The Hujar Family Website

Category: E-Commerce

10 Things Your Customers Wish You Knew About Them


An excellent Infographic (see below) put together by Help Scout (,  summarizes the central concepts behind customer-centric selling and how it applies not only to direct B2B selling but to e-commerce and mobile applications sales as well.  In particular, personalization, while the example in this infographic is weak (bringing a second set of mints to a dining customer) the point is critical.  A better example would have been saying that if your waiter addresses you by name would have a significantly bigger impact.  Or, putting the name of the customer in chocolate sauce on their dessert.  The importance of remembering and using a customer’s name is brought out in point three.  In selling direct or online anytime you customize and personalize a presentation or information will make it much more valuable and memorable.  Further, it differentiates you and your company from the competition.

Another area of particular importance, in my opinion, is customer communication and interaction as covered in points 7 and 8.   Useful in both direct B2B or mobile applications is the notion that I regularly interact with my customers and use my customer base to drive features and content.  Customers know what they want and are happy to let you know it.  Inversely, they become very unhappy and lose interest when they feel ignored.  This is not to say that a company should only add features and improvements dictated by their customers.  Customers are generally not aware of new technology or methods that can fundamentally improve their customer experience.  The best companies balance improvements that are driven by new technology and internal directions with features asked for by the customer.

More applicable to mobile/e-commerce is interaction and communication that enables and promotes customers to build or add content themselves.  Not only does this make for a happier user/customer base but has the benefit of your customers adding value and content making the brand and customer experience have more value with little to no company investment.  All the most successful online applications embrace this “social” customer experience.

The rest of the points are right-on as well and worth reviewing and internalizing for anyone selling.

– Randy Hujar

How is a CSR? [Quora]

Amazon probably will not make any top 10 list as far CSR’s go ( Corporate Social Responsibility) regarding investment in the community as it relates to profits but they do have initiatives that help the community and may be working their way up the chart. Let’s face it Jeff Bezos does not like to be second at anything. One example is AmazonSmile, a program where a customer on Amazon’s website can agree to make a donation and Amazon gives this to charity. The resulting donations come from Amazon from money gathered from their customers.

In late 2014 Amazon appointed a director of social responsibility to answer criticism about business practices. This resulted in a number of initiatives for improved working conditions and the Amazon Frustration-Free Packaging initiative for environmentally friendly packaging. Other programs are Amazon Device Donation Program – for donation of electronic devices to schools located near Amazon fulfillment centers; Girls Who Code- to help get more girls interested in coding, and, Amazon Career Choice Program – which pre-pays 95% of tuition for employees who take pre-approved courses relevant to careers at Amazon.

Amazon also invested in using recycled heat to minimize the energy footprint of their three million square foot office in Seattle. They have also added a Sustainability Landing page on their website that discusses upcoming initiatives like Texas Wind Farms and use of Solar Power.

However, the company has not yet made this a top priority and still, to the best of my knowledge, not released an annual sustainability or a CSR report which is unusual for a company the size of Amazon. They are making progress, but critics say they should be doing more.

Randy Hujar, E-Commerce, B2B & Retail Sales & Marketing Expert

How in the world does Can Amazon compete with Walmart? [Quora]

This question is matching the king of in-store or traditional retail vs. the king of online retail.  They both dominate their respective territories.  Your question is specific to Amazon competing with Walmart.

In online retail, Amazon is winning and it is Walmart that is trying to compete with Amazon.  So far Walmart is doing well with their base of customers in selling products online for convenience, but have not been successful in gaining customers outside their retail base.  This limited online sales success is unlikely to change despite Walmart spending mountains of cash in upgrading their online infrastructure.  Amazon is just too far ahead and continues to pour their own seemingly inexhaustible cash to keep it this way.

In the in-store or traditional retail space, it remains to be seen if Amazon even wants to compete with Walmart or any other retailer.  Why would they?  It cost more to establish and run stores, harder to manage thousands of locations of inventory and is just less profitable with higher risk.  Instead, Amazon is going to invest in technology that retailers will buy/license from them to run their stores more profitably by allowing customers to shop and buy products in-store directly and eliminate the need to go through checkout.  While this is not good for the tens of thousands of check-out clerks working in retail stores today, it will make the process of shopping more convenient for customers and will reduce costs for the retailers.  This will in-turn make retailers more profitable and probably reduce the cost of products at retail stores.

So it is highly unlikely that Amazon will ever choose to compete directly with Walmart.  Instead, they will supply tools and technologies to make in-store shopping a better experience.

Randy Hujar, E-Commerce, B2B & Retail Sales & Marketing Expert

© 2022

Theme by Anders NorenUp ↑