Micro-Target an Online Audience. E-commerce is basically about establishing a “territory”: defining
and designing a site to reach an audience with a common interest or
characteristic. Whatever your product or service, define your company’s niche
markets that you can penetrate online with specialized offerings.
visitors are demanding one-of-a-kind experiences that cater to their needs and
interests. Technology is available, even to smaller players, to capture individual
shoppers’ interests and preferences and generate a product selection and
shopping experience led by individualized promotions tailored to them.
Content to Build Stickiness. Winning e-commerce deploys crowd-sourced content to make a site “sticky”
for potential buyers. Amazon attracted millions of consumers by encouraging
them to share their opinions of items like books and CDs. What is your strategy
to help potential customers for your products or services find you via Google?
Use keywords and meta tags to raise your ranking in search results.
Tailor the Browsing Experience to Target Segments. Brand-appropriate site design and
well-structured navigation remain key ingredients for attracting an audience
and getting them to come back. Provide an enticing browsing experience across
online platforms. If you want to sell backpacks to college students, for
example, use vibrant colors with a flashy design to evoke a sense of youth and
Integrate Across Channels. Create
multi-channel offerings, enabling your consumers to experience your brand
consistently, whatever their shopping method of choice. But be sure that
products you are selling via different channels are sufficiently differentiated
to account for price differences.
Invest in Mobile. Mobile
commerce is growing at a rate of over 130 percent annually. If you lack a
robust mobile commerce platform, you will see a dramatic drop off in revenue
over the next several years. To stay competitive, you need to offer
mobile-accessible services such as delivery status, real-time notifications,
click-to-call, maps, and product information.
Tap into Logistics. To
accommodate growth, you may need to tap the capabilities of third party
logistics providers (3PLs) to manage a high volume of complex orders. Reverse
logistics, the ability to handle returns and exchanges quickly and
economically, is becoming a key differentiator. Same-day delivery and
innovative fulfillment networks can be competitive advantages.
Consider Subscription Commerce. Subscription commerce takes several forms. In the
replenishment model, a commodity item is sent to the customer every month. The
discovery model is more promising. It offers a subscription to a curated
experience that delivers new, hard-to-find, or customized items periodically to
the customer’s doorstep.
Bypass the Middlemen. The
Internet is enabling small companies to reach lots of consumers quickly.
Manufacturers, including factories
in China, are increasingly willing to work with small
brands. They have discovered that small brands are more likely to introduce new
products to market because they are less constrained by shelf space limitations
and complex supply chains.
Offer a Seamless Experience Across Channels. Your sales will grow if you ensure that product
availability, promotional strategies, and brand experience are consistent
across all channels -- whether online, in-store, or on a mobile device.
Implement cloud-based supply chain technology to gain visibility into your
performance across all channels.
Curate a Proprietary Selection. Proprietary selection is a strategy that focuses on
“curating” a narrow and deep assortment of products in a particular segment.
These sites make merchandise feel exclusive due to the depth and originality of
the assortment, the difficulty in finding the products elsewhere, and the power
of customer communities.
Sell Internet-Only Merchandise. This is a strategy that builds an exclusive brand –
with ecommerce as the core distribution channel. By offering goods that are not
available elsewhere and selling them directly to the consumer online, you
maintain much greater control over your margins.
3 Ecommerce Strategies to Increase
Online Sales & Repeat Business
Excellent Customer Service
your customers with service that goes above and beyond is essential—you must
exceed the expectations of your visitors. When Zappos first launched, it was a
brand unfamiliar to the average consumer. After driving visitors to their site
through traditional marketing efforts, they went out of their way to show the
visitor just how dedicated they were to ensuring incredible customer service,
using text in bold letters that prominently represented their policies. As
shown above, Zappos highlights their major selling points—fast and free
shipping, and how easy it is to return a product for free if the customer isn’t
100% satisfied with their purchase. Zappos proved that with superb customer
service, a company could be successful, and this core value that they were built
on is still what they stand behind today. When it comes to trusting a business
online, returning to that site, and even recommending that site to peers,
studies have shown that customer service is the first and foremost factor.
Easy-To-Use & Clean Website
this time and time again when talking about website design because it’s not
something that should be taken lightly—your website must be responsive. A
responsive design ensures that your site renders appropriately on all devices
and platforms. Without this type of design, you’re likely to experience a high
bounce rate due to poor usability when customers access your site from their
mobile devices. Whether it’s excessive zooming in or zooming out, button sizes
that aren’t appropriate for the screen, or other rendering issues, this can be
detrimental to the user experience. In order to be strategic when reaching your
customers, it’s critical that your site be optimized for whatever device they
may be using.
Understand Your Customers & Market to Them Accordingly
your customers are and following up with them appropriately is important. Most
companies don’t truly know their customers, and fail to track which are
frequent purchasers and which are one-time buyers, along with other insights
related to purchase behavior. Existing customers shouldn’t all be marketed to
in the exact same way. Marketing tactics should be used that reflect individual
purchasing patterns based on historical onsite behaviors. If you have loyal
customers that make purchases more regularly than the average customer does,
serve them with special promotions or exclusive offers. Going out of your way
to show that you value your customers is crucial. Take the time to understand
who is purchasing and what segment they fall into. Perhaps one customer is
ideal for a certain product line based on past behavior, or maybe they purchase
the same product time and time again—whatever the behavior, implement follow-up
marketing tactics that reflect this understanding. Your existing customers are
the lowest cost-per-acquisition (CPA) for new sales. You spend money driving
new leads to your site, so when you acquire a customer, you want to retain
them. Marketing tactics should reflect your understanding of particular
segments within your audience and convey how much you value them as customers.
Approach to Improving Ecommerce Business
brand within the ecommerce sector, generating online sales and maintaining a
loyal customer base can be difficult. Without the support of strong customer
service, diligent marketing tactics that are tailored to individuals, and a
user-friendly website design, accomplishing business goals is near impossible.
Keeping your customers and their needs as the primary focus of all