Consumers are turning to the Web more and more for product searches and purchases. Just as important, consumers want to “connect” with your store over the Web. Your challenge is to open up your store for Internet communication while not overextending yourself.
Web sites are a necessary part of marketing your store these days. They are a basic business need, just like Yellow Page listings have been. Basic site “hosting” fees – your cost to have your site on the Internet – tend to be between $20 and $50 per month. Similar to Yellow Pages, hosting fees increase as you grow into a more intricate site. While site setup costs (made up of the site design and your training) vary dramatically, it’s important that you have the tools to manage your site once your site is “live” (i.e. your site’s development is complete and your site is available for the world to see).
A Web site establishes your “Internet presence,” confirms your credibility and creates a strong first impression of your store. In fact, a Web site is a reflection of your store and should have a look and feeling that’s similar to what a customer would experience walk into your store. There’s a misconception that all Web sites look the same. However, a well-designed Web site is a wonderful opportunity for you to market your uniqueness. For first-time site visitors, it allows them to have an understanding of your store; for regular customers, the site reinforces your store’s brand. Web sites also tell potential customers that your store is interested in doing business with them.
The good news is that the path to online success has already been blazed and you can benefit from these lessons. It turns out that an online store follows many of the same steps as a physical store. Just like a physical store, the secret with the Web is in your approach.
Three Step Approach
1. Marketing
2. Communication
3. E-commerce
Marketing
While “marketing” is always high on the priority list, marketing has a different twist on the Web. The Web was built to be an information tool – and your customers primarily use it that way. Unlike the casual browser you have in a physical store, your Web visitors are researchers looking for information about your store, your products and your Web appeal.
This “brochure” approach will not generate much traffic to your store or Web site, but it launches your Internet presence and allows you to begin your training on Web site management.
Top 5 Aspects of the Marketing Step
- Attractive Home Page with seasonal-specific information and store hours
- About the Store page that tells your story
- Product page(s) that displays (but does not sell!) a sample of the products and groups of products that a customer will find in your store. Your goal is to select products that are seasonally appropriate for two- to three-months. This will limit the frequency that you have to update your site during this step.
- Promotions Sign-up page that encourages your customer to provide their e-mail address. Make the e-mail promotions sound exciting! Your ability to communicate with your customers by e-mail is critical, so give it special attention.
- Contact Page that includes your phone number and directions to the store.
Communication
The communication step is more about e-mail marketing than the Web site. This is the ability to broadcast (or send) e-mail announcements and store information that can quickly convert to in-store sales, including new product announcements, in-store events, discounts and coupons. You should develop a location in your store and a place on your Web site for collecting customer e-mail addresses. A note about e-mail addresses and privacy: Customers are less concerned about e-mail privacy issues at the specialty retailing level because their experience with you is far different than with Wal-Mart or Target.
Start by sending monthly e-mails. You will be amazed at the e-mail and in-store response you will get. E-mails are your Web technique to remind your customers of your products and services. With the “forward to a friend” feature, you are encouraging your customer to share your promotion (and store) with more customers.
Communication is a key traffic driving technique. Typically, customers will act on an e-mail promotion within 3 to 5 days. It’s very common to require an e-mail promotion to be redeemed at the store!
Top 4 Aspects of the Communication Step
- Collect e-mail addresses on your Web site and in the store. Keep a printed copy of a recent promotion at your register to demonstrate to your customers the exciting (and harmless) nature of your e-mails.
- Send e-mails monthly
- Track your response. Many e-mail broadcasting tools provide you with detailed statistics about who opened your e-mail and how many customers took the action you were promoting.
- Start adding more products to your site and begin the habit of updating products at least once a month.
E-commerce
E-commerce sounds good – you get money from your customers! But, it is fraught with operational misperceptions. The two primary ones involve site management and customer service. It’s absolutely critical that you change your site’s product offerings at least once a month, which is a tedious process. You have to acquire graphics and product information, and put them up on the site. You should also maintain your site’s inventory count, so your customer knows which products are sold out or not available.
Very few suppliers in the gift and home décor industry are able to offer retailers the images and information you need to easily manage your Web site. However, retailers can log on to CatalogLibrary.com to access the Catalog Library Program, an industry initiative that suppliers use to load their product information and images for you to download.
Most retailers don’t know the e-commerce industry’s “dirty little secret” – e-commerce customers are demanding and impatient. Most customers looking to make an online purchase have an immediate purchase need and want quick shipping, too. When they complete an online order, they expect that it’s already shipped! So, if there’s any problem with an online order, you need to be prepared to address concerns and ship the order quickly. As an e-commerce retailer, you will have to check your e-mails from the store four to five times a day to respond to requests.
Top 3 Aspects of the E-commerce Step
- Provide awesome Customer Service with timely communication and the courage to call the customer on the phone when there is urgency
- Provide even more awesome Customer Service with a personalized note with every order and an e-mail letting them know the package is on its way
- Update products and product merchandising on your site at least once a month
Repeat the Cycle
Your first time through these steps will be an educational process. It tends to absorb more time than you would like it to, but your store traffic and overall sales are worth the investment. Your opportunity to maximize the traffic and sales benefits occur when you repeat the process.
Your repeat of the Marketing step should focus on product merchandising. Include more product segmentation like “Gifts for Mom’s Day” and “Gifts for under $20”. Develop weekly product specials / discounts.
With the Communication step, begin sending e-mails targeted to your customer segments. Send candle promotions to customers who have recently purchased candles or scented product. By segmenting your customers, you can send e-mails as often as once a week.
E-commerce additions typically include offering gift certificates, free shipping for orders over a certain amount, and My Account features.
Summary
Whether you goal is to drive more traffic to your store or to build strong online sales, the Three Step Approach can guide you. The first two steps establish a firm foundation for the site. The most common mistake retailers make is to get the “cart before the horse” by taking E-commerce (Step 3) before Marketing (Step 1) and Communication (Step 2). Once at E-commerce (Step 3), the cycle repeats itself with more emphasis on new customer acquisition.
Your Web site is a necessary part of business and can be grown in small steps (or large steps) to drive traffic and sales to your store. Avoid trying to accomplish too much at once; your first time through the steps has a steep learning curve.
Ryp Walters
OverCoffee.com