When it comes to paying in a supermarket, you're often offered to buy that “little thing more”: chewing-gums, sweets, alcohol, but it is now also possible to buy “online things” such as Apple and Google music: why not offer domain names too?
Domains names are no BtoC consumer products
Let’s be serious: can you imagine a Registry pushing a Registrar to “do the job”, trying to offer domain names in supermarkets? This just would not work for several reasons:
- Approaching a supermarket chain is a tough job that requires time and the job of a Registrar is to sell domain names and offer services dedicated to domain names;
- What about marketing and packaging: who pays? Certainly not the supermarket chain! Which Registrar has the capacity to pay for all this but one which has a close link to a supermarket chain?
- What about pricing? Is a Registrar ready to drop its price or accept to earn money in year two, when the domain name is renewed?
- What about support...
Added to more services, a supermarket has the capacity to address end users and evangelize the process of registering a domain name a complete different way, make things more simple and go straight to the point: deliver what is offered on the packaging and nothing more that what the price says. It does not work the same online when you can offer “options”, simply by clicking on a button. The more clicks...
A supermarket also has the capacity to offer “trust” in the purchase: the seller is already an authority, can Registrars says the same: nationwide?
Let’s be honest, what looks nicer: email@example.com or firstname.lastname@example.org ? What about this one for "Jovenet Consulting": www.jovenetconsulting.com or www.jovenet.consulting ?
Added to the domain name, a personalized email is typically what Google and many other Registrars are trying to achieve in their offers but a supermarket could demonstrate that it is even a better place to bring consumers to buy such products: it is faster and does not require to read it all.
A Registrar with the capacity to offer a complete solution and a dedicated path for such consumers:
- The Blog (without ever mentioning the word “hosting”);
- The Domain name;
- The Email;
- One yearly payment.
- To pay for year one;
- A 3 lines explanation of what the consumer buys;
- A short URL where to:
- Create the domain name which will activate and point to the Blog;
- Create the email;
- Explain and point to the interface to Blog;
- Renew the domain name (renewing should be explained on the coupon).
*BtoC stands for “Business to Consumer”, different from BtoB which stands for “Business to Business”