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www.ecommerce-guide.com/solutions/customer_relations/article.php/3714501
By Sally Curran December 4, 2007 Choose from Two Plans Assurz offers two models for e-tailers to choose from: an all-in and an opt-in plan. In the former scenario, the merchant bears the cost, while in the latter, the consumer picks up the tab. But wait, will shoppers be willing to pay for a guarantee when most online sellers offer refunds and exchanges as a matter of doing business? The company's response: " We can't think of a single reason you should buy our satisfaction guarantee if you are completely comfortable with the idea of buying a particular item at an online merchant's Web site. But for those times when you do feel reluctant to buy, our guarantee will give you the assurance you need to proceed to the checkout page." For merchants who offer the opt-in model, when a customer goes to the checkout page, there will be an Assurz box to click, much as there would be for a particular kind of shipping or gift wrap. The price depends on whatever terms Assurz and the Web shop owner have worked out, but generally runs 3 percent to 3.5 percent of the shopping cart's total. Hoffman said that, surprisingly, he has found that most small online business owners tend to go with the all-in model. His theory is that they feel this helps them to stand out among their competitors. It's an extension of customer service and another way to provide options (just like having multiple ways [credit cards or PayPal] to accept payment) for customers. Conversely, larger companies usually go with the opt-in version. Santa's Big Scene As the holidays draw near, it may seem like more trouble than it's worth to implement anything new into an online business. But that's not necessarily the case: Hoffman said that integrating Assurz is anything but onerous. With the all-in option, e-tailers need only to negotiate a price and advertise the service on the site. The opt-in plan requires only a bit more effort. The Flip Side Andrew Brown, president and CEO of Assurz client Toolfetch.com, said that his company decided to sign on with Assurz because it takes the risk out of purchasing a high-ticket item online. It also provides flexibility. Furthermore, Assurz takes care of returns: Brown explained that it's one less thing for his company to worry about. Toolfetch.com went with the opt-in model, and Brown said that customers have definitely taken notice. (Toolfetch.com only recently signed on with Assurz, so Brown didn't have any solid numbers to provide. He said, however, that the upcoming holiday season will serve as a litmus test.) Brown noted that integration wasn't too bad, and that if online retailers are interested, Assurz is worth the look. He feels it makes a site unique among its peers and lightens the load of returns on a company. Bottom Line: Safe Shopping By taking the risk away from an online purchase, you can increase your chances of turning browsers into buyers: Assurz provides a way to help you do just that. Sally Marek Curran is a frequent contributor to ECommerce-Guide.com.
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