Nggawe Katalog kanggo Tambahan eCommerce Business
Miturut Craig A Smith
Multi-saluran marketing taktik saka kuat pesen account dening nggenepi akeh saluran kanggo ngedol kanggo pelanggan. Ora mung kanggo pengecer gedhe, cilik kanggo bisnis eCommerce medium bisa reap paedahing kawruh saka marketing multi-saluran lan kudu nliti Sastranegara kanggo nglakoni.
Minangka marketing Multi-saluran wis dadi “par kanggo kursus” ing toko online, pengecer kudu ngawula pelanggan ing macem-macem saluran kanggo tetep competitive. Amarga pangarepan pelanggan mundhak, pengecer kudu nyedhiyani pengalaman konsisten sing ngidini pelanggan kanggo toko liwat cara sing padha aran paling nyaman. Apa cara liwat telpon, liwat mail, online, utawa ing toko bata lan mortir – pengecer sing nggampangake pelanggan kanggo toko liwat macem-macem saluran biasane entuk tingkat sing luwih dhuwur saka nilai customer.
Nomer ngomong dhewe. Ing sinau lintas-saluran dening JC Penney, perusahaan ketemu sing internet mung tumbas ngginakaken $121 saben taun, eceran mung ngginakaken $194 saben taun, katalog mung ngginakaken $242 saben taun – nalika customer sing shopped kabeh telu ngginakaken liwat $1000 saben taun (sumber: ebusinessiq.com).
Ing sinau kapisah saka liwat 500 retail and enterprise businesses, consulting firm The Aberdeen Group found that 38.4% of respondents classified “multi-channel customers” as significantly more profitable.
So where to start?
So multi-channel consumer behavior generates incremental profits – but where do you begin if you are a small online retailer? How do you progress your online business towards this new opportunity and take advantage of these developing trends?
The first step for an online retailer would be to evaluate the creation and distribution of a print catalog. A print catalog and an online store work extremely well with each other, as the strengths in each channel complement the other’s weaknesses. Consumers typically browse the catalog as they shop for products and then frequently go online to purchase them.
Sifat nyata saka katalog cetak ndadekake apik kanggo browsing produk, amarga wis kasedhiya lan katon nganti pirang-pirang minggu. Plus liyane yaiku penawaran kompetitif diwatesi nalika merchandising liwat katalog, nggawe katalog malah luwih terkenal ing pasar khusus.
Pengecer online cilik nganti medium kudu mriksa biaya kanggo pangembangan, kalebu: manajemen dhaftar, desain kreatif lan tata, pangolahan distribusi, lan biaya pos. Tingkat konversi ing katalog asring ngetutake mitra toko eCommerce, dadi gunakake metrik konversi konservatif nalika ngembangake model ROI sampeyan.
Ing kaca pisanan katalog, nimbang outlining proposisi nilai unik sampeyan (Napa konsumen toko ing toko sampeyan?) lan menehi katrangan babagan kabijakan lintas saluran sampeyan (carane pesenan bisa diselehake lan bali etc). Priksa manawa sampeyan kalebu URL sampeyan (Ex. http://www.yourstore.com) kanthi tulisan kandel ing saben kaca ing katalog lan kalebu katalog “toko cepet” angka (biasane 5 digit) supaya para pembeli bisa kanthi cepet nemokake produk sing tepat sing dideleng ing katalog ing situs web sampeyan.
Kekuwatan unik ing saben saluran
Saiki sanajan katalog bisa dadi alat adol sing apik, padha kadhangkala winates ing kemampuan kanggo nyedhiyani tingkat jero interaktivitas customer. Isi lan gambar produk bisa diwatesi dening watesan ruang kaca katalog, ninggalake bakul karo pitakonan sing ora dijawab. Ing bisnis karo macem-macem gedhe, ora kabeh produk bisa mlebu menyang katalog. Iki uga bisa nggawe konsumen ora ngerti produk sing bisa nyukupi kabutuhan.
Iki amarga alasan kenapa web bisa digunakake kanthi apik karo katalog. The eCommerce store can tailor the user experience to meet the scenario needs of a visitor, while offering a complete selection of all products. The eCommerce store is able to reduce purchase hesitation by educating the customer through enhanced content, while simultaneously generating action through time sensitive promotions. Online components such as buying guides, comparison charts, or visualization tools, instill confidence on core product benefits – while cross/up sell functionality increase the average order value (AOV) of the sale.
Similar to how the catalog promoted the eCommerce business, it is important that the site promote the catalog as well. Online stores should provide the “toko cepet” search capabilities mentioned earlier, provide the capability for a consumer to request a print catalog online, and also have a rich media version of the catalog online that can be emailed to a friend or family member.
When utilized together, an eCommerce store and a catalog can be a powerful way to drive incremental product demand. To maximize the potential of your online business, consider a multi-channel approach to meet the expectations and build the overall loyalty of your customer base.
CRAIG SMITH is the founder and managing director of Trinity Insight LLC, (http://www.trinityinsight.com), a consultancy dedicated to improving the ecommerce performance of multi-channel retailers. Trinity provides services in the areas of ecommerce strategic planning, interactive marketing, web analytics consulting and ecommerce user experience. Smith can be reached at 610-638-1047 or at csmith@trinityinsight.com
Sumber Artikel: http://EzineArticles.com/?expert=Craig_A_Smith
http://EzineArticles.com/?Create-a-Catalog-to-Supplement-Your-eCommerce-Business&id=213520