The Philosopher’s Edge
What is your philosophy? Can you articulate your firm’s philosophy quickly, succinctly? Does it appear on your website?
I’d argue this is more than a corporate nicety. In the age of e-commerce, the formulation and presentation of your philosophy is a critical sales tactic.
Most companies have a mission statement somewhere in their information. You might find it if you want to click around in the “About Us” section of the site, or if you drill down into the “Company Information.”
But the value of a philosophy is one that many Rakuten merchants have learned can be measured in revenues. Shoppers do not simply want to come to a site, do business and leave. They want to know the people they buy from. They want to have a relationship with the company that serves them. This is how it works in the traditional retail world – when shoppers would get to know their local merchants. And that continues in the virtual world. Customers want to know who you are. Your philosophy communicates that to the e-commerce shopper.
For this reason, smart e-commerce players will not relegate their statement of philosophy to some corner of the “About Us” tab. Instead, the philosophy page will be prominently located, updated frequently to appear fresh and engaging, an important part of the brand message.
With no brick-and-mortar shop, an e-commerce merchant must look for other ways to engage with a customer and create a bond. This is where philosophy can connect two individuals in virtual space.
My book: Marketplace 3.0
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