A lot of people like using online shopping as it is discreet. Whether they want to buy something slightly embarrassing or a unique item and they can’t find it on the high street, websites are there for them. In fact, running a business that sells products of a sensitive nature can bring in a lot of money, as you’re likely to have less competition from brick-and-mortar stores, and here are some things you need to know.
You’ll need to provide reliable, discreet delivery
If you’re sending something that people won’t want their neighbors to know about, then you need to make sure you’re offering privacy, discretion, and reliability. Nobody wants to find their medicines or equipment have gone to the wrong house! You should use delivery specialists like Rhenus High Tech and ensure that you do so in plain packaging, without any clues about the contents inside when you ship. For example, you might want to avoid using your company name if it’s obvious what you sell.
Keep customer data secure
A data breach is always bad news for business, but if you sell something of a sensitive nature or have information such as medical details, it can be particularly catastrophic. You should make sure all company computers are safe and secure and get help with your cybersecurity if necessary. You should also avoid storing all but essential data, so the more sensitive information cannot be accessed if there is a breach.
Avoid aggressive marketing
There are many products out there that people need to buy out of necessity, and once they’ve bought them, they probably don’t want constant reminders that they were a customer. You should avoid aggressive post-sale marketing, such as constant e-mails or marketing newsletters, and ensure any communications you send are sensitive.
Some guidelines you should follow include:
- Avoiding auto sign-ups for marketing e-mails
- Using a less obvious version of your company name for e-mails
- Ensuring you are sensitive when dealing with customers – especially if you are catering to people with a potentially embarrassing condition etc.
You’ll undoubtedly want to bring in repeat business, but you should avoid being pushy about it so that people don’t feel embarrassed when they see e-mails crop up from your business.
Provide discreet returns too
It’s worth remembering that when people return things to you, they’ll often have to take a parcel to the post office, and if you have an obvious company name, this can be embarrassing for them.
It’s worth setting up a PO box just for returns, as this means they don’t have to use your company name, and the address will look like any other business. PO boxes are inexpensive and can spare a lot of blushes.
Whether you’re selling medical supplies or personal products, if you run a business that sells something that requires discretion, then you’ll need to take steps to make sure you gain your customers’ trust. Buying online lets people do things discreetly, but there are a few things you’ll need to put in place too.