Pete Ferrand with WRJN 1400 AM in Racine, Wisconsin interviews Thomas Harpointner, CEO of AIS Media, Inc., regarding what retailers can do before the online holiday shopping season is over on December 17th.
“The number of consumers looking for free shipping this year is up. December 17th is usually the last day consumers can buy online, and have an item shipped to their front door free of charge before the big day,” says Harpointner. “Competition is steep this year –big retailers have already reported a decrease in sales from last year. However, e-Commerce is the bright spot, up 10% from last year.”
“Consumers online are the same as consumers offline – they are looking for a good experience, a good deal, and good customer service. Integrating your online retail store with the offline retail store is the key challenge. Customers are online and that’s where you need to reach them. Online marketing and email campaigns don’t just affect online sales, but they also drive foot traffic into the retail store.“
Five Ways To Spruce Up Your Retail Stores’ Online and Offline Presence:
- Use Email Campaigns: Retailers can implement email campaigns and use them all the way up until Christmas – email campaigns are an easy way to get tangible, measurable results in real time. You can start an email campaign by collecting email addresses in your store and then utilize those addresses to send out email blasts, coupon codes and discounts for consumers.
- Promote Online, Use Offline: Give consumers incentive to come into your brick-and-mortar location while building brand loyalty at the same time. By offering consumers a coupon online that is only redeemable in the store, they have to come into the store to reap the benefits. While they are there, they might even pick up a few extra last minute items.
- Display the Cost of Shipping: Shipping cost is the most-cited frustration about online shopping. Offer free shipping incentives and clearly publish the cut-off days so consumers know when they will receive the product.
- Learn from Large Retailers: Smaller retailers can learn from the Amazons of the world. Make sure your website is user friendly, has an updated shopping cart feature and has an accessible inventory.
- Seek Professional Advice: Five or six years ago it was okay to have a basic website, today its not. Today, a poor web presence can do more harm to your brand than good. Hire a professional to manage your web presence.
AIS Media has been helping businesses cut costs and increase productivity since 1997. With consultants worldwide, AIS Media assists retailers with e-Commerce websites and their Internet strategy and development. To contact an AIS Media consultant in your area click here.
