onveying trust to shoppers href="http://TRUSTe.org"
is critical to any online title="http://TRUSTe.org"
business, but especially to target="_blank">small businesses that lack the color="#001000"
recognizable names and familiar size="-2">http://TRUSTe.orgbrands of large retail chains. >, there are many ways you
Thirty-five percent of online can reassure your customers
shoppers say they’re less that their privacy is your
willing to purchase from small, priority:
unknown e-businesses for fear
that their personal information • Third party privacy
will be misused. So if you seals, such as those TRUSTe
own a small online store, you’re provides, go a long way in
starting out at a disadvantage persuading customers that you
because customers are weary of value their privacy and won’t
buying from you to begin with. share their details without their
consent. Adds Maier, “It also
A high percentage of Internet lets them know you’re under
users admit that privacy concerns contract to abide by a set of
limit their online purchases. In privacy practices, submit to
other words, communicating ongoing monitoring, and work to
safety to shoppers is critical to address any issues that arise.”
your bottom line. Surveys
consistently show the top fears • Privacy statements
of online shoppers – credit card inform customers what data you’re
theft, identity theft, spyware, collecting and exactly what
and spamming – all center around you’re going to do with it.
their information being stolen or
exploited. According to Fran • A security policy tells
Maier, of how you’re
protecting their information. customers’ privacy is your
priority, but that you expect
• A dispute resolution or it to be their priority as
redress policy gives well.
customers the confidence that, in
the event of a problem, there’s a • Watch out for companies that
neutral third party who will help offer abnormally high commissions
them resolve their complaint. to advertise with you. Often,
they’re less interested in the
Go the Extra Mile products they’re asking you to
Too many E-Biz owners view promote, and more interested in
security and privacy as a selling your buyers’ info to
necessary hassle – like visiting companies who’ll pay top dollar
the dentist. But consumers for lists of targeted leads. Your
appreciate companies that value customers will end up getting
their privacy, and that spammed, and your reputation will
appreciation translates into more suffer.
addresses, more transactions, and
more repeat customers. You can • Use a shredder for your
take additional measures to business papers and be
further safeguard your customers’ careful about where you put your
information: trash. It sounds crazy, but it
happens all the time – people
• Research your vendors and steal critical information right
partners, and make sure they’re out of the garbage can.
reputable. Read their privacy
policies, and ask them about • Install good anti-spyware
their privacy practices until and anti-virus programs on your
you’re satisfied. This not only business computer to protect
conveys to them that your your buyers’ information – and
your own – from key loggers and online retailers who their
other aggressive applications. privacy concerns seriously are
going to have satisfied customers
When you carefully control your coming back again and again.
buyers’ information – and who has Asserts Maier, “When shoppers
access to it – you contribute to feel like you’re protecting their
building good customer interests, you’ll see a big
relationships. Consumers want to difference in your bottom line.”
know their details are secure, so
About the Author:
Product Sourcing Radio is Created and Hosted by Chris Malta and Rob Cowie of WorldwideBrands.com, Home of OneSource: The Internet's Largest Source of Genuine, Factory-Direct Wholesalers for online sellers. Click Here for FREE E-Biz & Product Sourcing info!
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Chris Malta & Robin Cowie
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