Retail Success Strategy: Ecommerce Enabled Brick and Mortar
Retro e-boutique ModCloth appeals to buyers with product descriptions that play with words. Their descriptions are fun and clever while telling the story of what people will do while wearing their clothes.
Companies can use blogging and social media to market in a style that’s applicable, honest and personable—therefore very appealing to the audience. Online content is connected and can be weaved in different ways to meet the demands of both the medium and the end consumers. For example, you can start with a blog post. Combine this content with a list of how-to suggestions along with some industry facts and share them as an e-book with your sales database. If you use the same information to explain how a customer got favorable results, you can publish a case study and even share in the form of a video interview or podcast.
River Pools and Spas was hit hard by the recession in 2008. The owners saved their business by getting creative and today their website gets more traffic than any other pool company in the world. They follow the simple philosophy of answering customers’ questions through blog posts, aiming to make their site the most educational and informative swimming pool website on the Internet.
3. Allow customers to check out the latest offers while in store:
Marketing through mobile is another form of promotion where customers in store are targeted and they use their phones instead of their eyes to look up interesting deals and offers. The combination of presence and promotions increase the likelihood of purchases many times over.
Even if sales don’t happen at those moments, the technology help check and address showrooming, where shoppers check stuff out in physical stores and later buy online. Although it is typically seen as a threat to retailers, this kind of mobile targeting could drive showroomers to purchase through retailers' e-commerce platforms rather than from competitive e-tailers.