By Josh McQueen, Vice President of Marketing and Product

Statistics show that 267 million Americans, or 77% of the population, shop online.

And they’re not just shopping for products on Amazon or other eCommerce websites. They’re also looking for services to make their lives easier and help them start or complete tasks.

Let’s look at tax preparation as an example.

Some people work with an accountant to file their taxes from start to finish. Others want to work through the process online and contact an expert if they have questions or need guidance. Then there are those who want to start and finish entirely online.

And guess what? There are tools to accommodate every person’s preference.

Now families are beginning to expect these digital interactions with your funeral home, including through eCommerce tools.

Why? Some families simply want to be able to research their options, select merchandise, and maybe even pay for their plans - all from the comfort of home.

But new technology brings questions - and misconceptions. Let’s dive into a popular one.

A common misconception

It’s understandable if you’ve been hesitant to try an eCommerce/online planning tool, especially if you’ve heard this statement:

“eCommerce tools take the funeral director out of the planning process.”

And this is almost always followed by:

“Families need face-to-face, personal interactions with funeral directors. Software will undoubtedly replace those genuine conversations."

After conversations with funeral professionals, I understand the concern. When families experience the loss of a loved one, they need the support of funeral directors to guide them through the funeral process.

But to reach today’s consumers, you have to shift processes a bit. With the right online tools, you can use software as an extension of you, not a replacement.

Busting the myth

eCommerce tools allow you to communicate better with online families and serve them in the way they prefer.

Much like the tax example from earlier, the more options you have to serve families in the way they prefer, the better. That means continuing to have in-person appointments and meetings for those who want face-to-face interactions, but also providing an online option.

In a consumer study we did, we found that families' comfort with online planning has increased by 44% in the last decade, and it continues to rise. But in that same study, 36% of people felt that if they were put in charge of arranging a funeral, they’d have no idea what to do. Another 21% were neutral. This shows that families still need you when planning a funeral or prearranging.

Even if a family wants to explore more digital options, an eCommerce/online planning tool keeps you part of the conversation. Your interactions with them might even be more meaningful because you have helped them start the planning process with options that make them more comfortable.

But what does that look like?

Serving families online

Offering in-person and online options is the most effective way to serve today’s families with diverse preferences. So, use a blended approach of technology and in-person interactions to reach families and serve them in the most personalized way possible.

When planning, families have an appointment to select merchandise, which usually has to happen inside the funeral home. This model still fits some families, but it doesn’t help you communicate with consumers who want to plan online.

With an eCommerce option, families can start the process online. They can browse merchandise and even contact you directly with questions or schedule an in-person appointment. Or if they wanted, they could start and finish entirely online.

eCommerce tools simply add another option for families to interact with your funeral home and ensure you give families online planning options.

Bridge the gap with online families

Are you holding yourself back from providing the best experience for today's families?

Families want to work with your funeral home and appreciate the ease and convenience of connecting with you from anywhere. You won’t be replaced by the tool. It should enable you to do your job even better.

So, give families the options they deserve and be there to guide them every step of the way.

Want to learn how to connect with today's families through technology? Get a demo today!

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