Time to change the way things are sold online

I just ordered a new laptop. It was between a HP dv6000t and a Lenovo T60p. The Lenovo seems to be a better notebook so it almost won, but it had neither a Firewire port nor the option to get a built-in webcam. Webcam not so important, but I can imagine a time when I’ll be at a client and will need a Firewire port for something. So, I got the HP.

The most frustrating thing about buying this new custom-configured computer is the wait. I’d love to know what’s going on with it. HP will only tell me that it will be shipped by the 9th. That’s great, I know that there is more that they could be doing.

Imagine how great it would be if I could keep track of notebook’s order status via RSS. Each RSS item might provide new information on where the notebook is in the queue, updated estimated shipping information, outstanding parts, etc. It could end up being overkill, but for HP’s customers it looks like HP cares. More than that, why not have a portal where people who order items like notebooks can go and get podcasts that detail how to get the most out of their new notebooks. How about video acknowledges some of the challenges people have had with the notebooks (e.g., the dv6000s are notorious for the beeping buttons at the top of the keyboard) and demonstrate how to remedy those challenges. And wouldn’t the piece de resistance be HP sending me a photo of my computer as it comes off the “assembly line.” Yeah, it’s going to look like everyone else’s but would I care? Probably not. I’d be happy that HP cared enough to provide me with a picture of the notebook for which I’ve been waiting so anxiously.

E-commerce has undoubtedly come a long way in the relatively few years that it’s existed. Now, it’s time for online vendors to start thinking about building and maintaining relationships. The time between which people like me order products and receive them are probably the best times to cross-sell and up-sell because we’re paying the most attention — logging into the site frequently to check status and such. Marketers need take advantage of these moments. Digital media technologies offer a great opportunity for doing just that. Are you listening HP?