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Business success story: Supps R US

Supps R US director Kareem Kilany.

Supps R US director Kareem Kilany shows us how his business has muscled in on its competitors with a smart web presence.

What does Supps R US do?

Supps R US is an online supplement store providing our customers all over Australia with health and fitness supplements. We don?t just provide our customers with competitive prices, excellent service and speedy delivery of their orders, we also provide them with expert advice on what supplements will suit them based on their age, gender and goal, through a unique Supplement Guide.

Describe your average customer and what they love about your business.

Our customers are men and women of all ages who keep fit by training regularly. They use health and fitness supplements to get the most out of the efforts they put into training. They love our expert advice, competitive prices and our 24-hour despatch guarantee.

What has been your most successful marketing achievement?

Coming up with our unique Supplement Guide. After years of being a supplement guinea pig, trying all the different supplements out there, I realised there was not much information out to help people decide on the most suitable supplements for them based on their goals, age and gender. Most people try a supplement then see little to no results and stop. The majority of the time it is because it?s the wrong supplement, or because their diet and / or training were not up to scratch. Our number one goal is to provide great information to our customers on proper diet and training, as well as helping them understand which supplements will help them achieve their goals.

What is the biggest challenge your business is facing at the moment?

The business is still in its infancy, so our biggest challenge at the moment is stock control. We are introducing a new inventory system that will ensure we always have stock on hand and therefore can always meet our 24-hour despatch guarantee.

How has the rise of the internet and the internationalisation of retail affected your business?

Supps R US is an internet-based business only, so the rise of the internet and online retail has helped our business boom in the past 12 months, since we launched. We are not afraid of our competitors and there are plenty of them! By offering our clients something unique such as the Supplement Guide, as well as the 24-hour despatch guarantee, we can always stay one step ahead of others.

What have you had to do to prepare for success?

Success came close to destroying us! In the early days, we found it very difficult to cope with increasing demand. But I think this is a normal experience that most businesses go through. When you do something well, or better than your competitors, you have to expect an increase in demand for your product or service. To cope with it, we set up automated systems to take some of the workload away. It was paramount that we set up an efficient despatch system to ensure orders were being processed and posted the following day. Australia Post?s eParcel system has made this process much easier for us.

What are your most powerful tools in terms of sustaining growth?

That would be our automated customer service system, the new inventory system being rolled out soon, as well as the eParcel system with Australia Post.

What are your top three rules for converting sales?

  1. Prompt replies to customer enquiries.
  2. Free postage.
  3. Stand out from competitors by offering something extra and unexpected.

Useful resources

eParcel is an Australia Post service available to businesses despatching at least 1,000 parcels each year. Each parcel carries a unique identifying barcode and the service offers online proof of delivery.

The views expressed in this article are those of the author and the interviewees, and not of Australia Post.

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