Should Office Supplies Resellers Step Up Their Game?

Is enough being done by office supplies resellers and retailers to put them ahead of the fierce competition? We take a closer look in our newest article.

For office supplies resellers and retailers, the current market could be considered a tough one. Several factors including the rise of Amazon, shifts in market share and the overall relevancy of traditional office products have all had an impact. But based on a new report from consumer survey group Which?, are online businesses doing enough to step up above their rivals?

Office Supplies Resellers and Online Retailers Surveyed

To explore into this further, a survey produced by Which? on the best and worst online retailers sheds a little more light on the current situation.  The survey, which involved the thoughts and opinions of 10,000 Which? members, ranked high street retailer WHSmith in the bottom 5 for online shops. For a business who recently restructured their Stationery product line and have attempted to capitalize on the e-commerce side of their business, this will likely come as a huge blow.

So why did WHSmith amongst other leading companies rank so low in the survey. According to editor of Which? Magazine, Harry Rose, personal service could hold the key.

“The online shops with the happiest customers tend to be the ones that offer a personal service, quality items and deliver quickly and conveniently. Where the big players are lacking, either with poor service or confusing websites, smaller more specialized online retailers have seized the opportunity to make their mark and give shoppers exactly what they want.”

Convenience is King

Rose’s comments hold merit in terms of what online users look for when purchasing online. 68% of those asked in the survey said that they would use online shopping as it was a more convenient way of purchasing items. Additionally, 63% of people said that online shopping allowed them to find exactly what they were looking for, with 57% stating that online shopping allowed them a greater choice of products.

Although not featured within the survey, it can easily be suggested that the rapid rise of online e-commerce retailer Amazon has dominated online shopping and caused headaches for office supplies resellers with its Amazon Business arm. Covering the topic of how resellers and retailers to gain an edge over the increasing competition, Michelle Mone OBE recently spoke of the importance of utilizing customer data and business flexibility.

“One thing is clear, retailers of all sizes must be light on their feet and develop marketing strategies built around flexibility that allow them to quickly respond to the unexpected. Collecting, analyzing and awakening consumer data will be a critical factor here. While retailers focus on tailoring the online journeys for their customers, they should also reinforce existing marketing tactics by introducing consumer acquisition tools that help push consumers over the line.”

Sources:

BBC NewsBritain’s worst and best online retailers named by Which?

Campaign LiveMichelle Mone on how retailers can compete against the mighty Amazon

Sam Rose