 BuyChoice.com — A More Personal Approach to Online Shopping BuyChoice.com is an e-retailer that sells a wide range of consumer products online — air conditioners, backpacks, cookware, down comforters, golf bags, grills, jogging strollers, juicers, trash cans, vacuums, watches. (Just to name a few!) Hundreds of products, neatly organized, attractively displayed and competitively priced — just a click away on their interactive site. Founded in 1994, the company's growth and success has earned recognition in Colorado's business press. The Denver Business Journal rated BuyChoice number three among the top 25 fastest growing private small companies in Colorado. If there's one key to their success — judging from the exuberant collection of customer testimonials on their Web site — it's got to be their customer service. Ron Burdine, manager of BuyChoice explains, "When we began BuyChoice, Web shopping was efficient but a bit cold, impersonal. We felt we could distinguish ourselves by combining the efficiency and ease of online shopping with the customer service people expect from their neighborhood retailer." "One way we do this is to answer questions or concerns as fast as possible. We get back to them by phone or email. Customers appreciate it. They feel we care about them. And we do! It's integral to how our business grows." Ron continues, "We're well aware that people can shop at 100's of sites offering similar products. Friendly, accessible customer service is a way we stand out from our competitors. We also offer free shipping and a 60-day return guarantee. Customers have happily pointed out that some Web retailers offer lower prices, but it winds up costing more when they add in shipping and handling. "As convenient as it might be to shop on the Web, people have questions that the Web site can't answer. So our staff is there to be friendly and caring on the phone. Customers usually speak to a live person on the first call. We make sure we've got experts on hand who know the product through and through. It builds customer confidence. And builds a loyal relationship too. So they buy from us and recommend us, too." Recently, BuyChoice began offering customers the option of subscribing to their new eNewsletter, "The Good Life." Ron explains, "We thought an eNewsletter could help boost the number of return visitors, build our brand and tell our story. Our products are not the cheapest available, but they are quality. And we contract with suppliers who are committed to quality service as well. This is important to our business model, since product is shipped directly from the manufacturer, so they've got to be reliable. Our newsletter helps us tell this story." Rather than a hard sell, Ron's approach to the newsletter is softer, a "lifestyle" approach. "We aim to be fun and useful," he says. "like a favorite magazine." Their eNewsletter still has some distance to go to reach their goals. Though it highlights Web site specials and introduces new products, Ron would like to see an even higher rate of return customers. "It's a long-term plan. Branding doesn't happen overnight," he remarks and adds, "we were a little disappointed with delivery. It's a symptom of the crackdown on spam. But we have learned some valuable information — people love to see new products! We're adding new products as fast as we can." Any advice for marketing directors? "Get a vendor company that manages the whole newsletter process and keeps you focused. I'm glad I found Proven Systems. Each month I give them a general direction; they run with it, come up with ideas, do research, copy, layout, production — the whole thing. And they're more objective than I could be. Owners and managers can be way too close to their product. Also, if this were done in-house only, it could easily get too much. They lighten our load." Thanks for sharing your insights and experience, Ron. We wish you and your staff continued success with www.BuyChoice.com! | 
