Chase Customers Online
You need to be present throughout the customer's shopping process, which means targeting different channels. You'll need online marketing which includes social media marketing, mobile advertising, and content marketing.
If you don't have the budget to implement these tricks, the basic requirements would be a simple and intuitive website, one social media profile, and/or a blog.
Start with the website first. Contrary to popular website layouts, online shoppers are not there to browse and compare products for hours. They just want to find what they're looking for, make the purchase, and move on. So make sure that your website enables customers to find exactly what they're looking for.
Must-add Features:
- Clean product pages with details and smooth checkout process
Review from kiddiecare.com
- Valuable user reviews
- Promotional calendar to drive online and in-store traffic
Provide the Multi-channel Experience
Back in 2008, retailers misjudged the impact of technology on consumers. Walmart can only watch as its online competition Amazon racked up $60 billion in revenues. Fast forward to 2014 - retailers target consumers through a variety of channels from mobile phones to in-store technical wizardry such as the Adidas virtual footwear wall.
Promote online to extend your offline presence (ex. Danburry Barber). You can use social media and/or a blog to establish your online presence, increase brand awareness, and foster engagement.
Combine online and retail experience to drive sales both ways. Give your customers the option to order online and pick up the item at the store. If the item doesn't have a stock in-store, they should be able to order it online and have it delivered to their home.
At some point, you'll need to jump in on mobile marketing. Use an app as a go-to shopping tool for your customers.
Use Technology
Small business owners need to stay on top of technology. It may be a bit daunting at first (and you’re probably thinking of just ditching the whole thing to some geek) but the best way to get to know your online consumers is digging deep into the figures.
Use Analytics to personalise online and offline shopping experience. Track your customer's transaction history and social data to customise offers. Study “geoconquesting”, the latest mobile marketing trick to lure customers away from your competitors. Use tablets in-store to help the customer and encourage interaction.
Use feedback and trends from social media to improve your product, generate campaign ideas, and stir some buzz.
The retail store will always have its charm and personality, but small business owners have to face the facts. Australian shoppers are increasingly spending their dollars online. It's not just about keeping up with the times, but also ensuring that your store preserves the fading art of retail shopping.
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