Investing In The Web
March 9, 2009 But the same camps that offer this “spend more on technology” advice also suggest it’s important to examine an organization’s core operational expenses and reduce costs. According to a recent white paper, “Managing the Web in a Recession,” this aim can be achieved by eliminating unnecessary and ineffective programs and staff and by optimizing the efficiency of internal business processes.
Consider Web sites under the umbrella of this advice. While they are usually a key marketing and sales tool for businesses, Web sites can also be used to support important transactional and operational functions. For instance, a Web site may provide various B-to-B functions, thereby enabling e-commerce and optimizing information exchange, thus reducing the cost of serving customers.
In addition, a company’s Intranet (an Internal Web site) may be used to house the employee directory, provide access to benefits information, and act as a document repository.
Ag retailers that have made minimal investment in the Web — and in some cases, none at all — are typically left with low-quality, low-functioning sites that are operating with no accountability. They may conclude the best strategy during a recession would be to reduce, or even eliminate, Web expenditures altogether, along with reducing more traditional business expenses. And while unnecessary costs are never a good thing, Web operations represent a special case.
Now is not the time to cut back on spending for Web development. Using the Web as a way to streamline operational costs and customer-service efforts outweighs the short-term impact of the initial investment. In the midst of today’s recession, retailers should invest in optimizing their Web sites. Such a decision would enable them to take advantage of more advanced Web-based technologies down the road.
So if you’re about to invest in a new Web site, or optimize the one you have, do your homework first. Begin by visiting other industry sites to gather ideas to consider for your business. Here are a few retailers’ Web sites worth a visit:
- The McGregor Co.: McGregor’s Web site is highlighted by a scrolling commodity ticker, information on McGregor’s divisions and service centers, employment opportunities, and the eCustomer Account login. The eCustomer tool gives McGregor Co. customers detailed up-to-date account information.
- Farmers Cooperative: Farmers Cooperative’s Web site contains a wealth of information, including company and industry news, grain bids and market commentary, weather updates, and job postings. Customers can also access their account online for the latest information.
- Ritter Crop Services: Ritter Crop Services offers extensive market information, including futures and commodity prices, quotes, and printable charts. The site also features the DTN Ag Business Directory, which lists ag-related businesses, products, and services. Visitors can also access links to the latest USDA news and reports.
Editor’s note: A portion of this column was excerpted from the white paper, “Managing the Web in a Recession,” by Lisa Welchman of WelchmanPierpoint. LLC.
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