Oħloq Catalog għas-Suppliment eCommerce Your Business
Permezz Craig A Smith
kummerċjalizzazzjoni multi-kanal huwa l-tattika tal-rinfurzar messaġġ marka tiegħek billi jutilizzaw diversi kanali li jbigħu lill-klijenti. Mhux biss għall-bejjiegħa l-kbar, intrapriżi żgħar u eCommerce medju jkunu jistgħu jaħsdu l-benefiċċji ta 'marketing multi-channel u għandhom jeżaminaw strateġiji biex tagħmel hekk.
Kif sar il-marketing Multi-channel “par għall-kors” fil-bejgħ bl-imnut onlajn, bejjiegħa bl-imnut jeħtieġ li jaqdu lill-klijenti f'kanali multipli biex jibqgħu kompetittivi. Minħabba l-aspettattivi tal-klijenti li qed jogħlew, il-bejjiegħa bl-imnut għandhom jipprovdu esperjenza konsistenti li tippermetti lill-klijenti jixtru permezz tal-metodu li jħossu l-aktar komdi. Jekk il-metodu huwa fuq it-telefon, bil-posta, fuq l-internet, jew fi storefront briks u mehries – bejjiegħa bl-imnut li jiffaċilitaw lill-klijenti jixtru permezz ta' kanali multipli tipikament jiksbu livell ogħla ta' valur għall-konsumatur.
In-numri jitkellmu waħedhom. Fi studju cross-channel minn JC Penney, il-kumpanija sabet li l-internet biss nefqu xerrejja $121 kull sena, bejgħ bl-imnut biss jintefqu $194 kull sena, katalogu jintefqu biss $242 kull sena – filwaqt li klijent li xtara t-tlieta nefaq $1000 kull sena (sors: ebusinessiq.com).
Fi studju separat ta 'fuq 500 negozji bl-imnut u intrapriżi, ditta ta’ konsulenza The Aberdeen Group sabet li 38.4% tar-rispondenti klassifikati “klijenti b'ħafna kanali” bħala ferm aktar profittabbli.
Allura minn fejn tibda?
Allura l-imġieba tal-konsumatur b'ħafna kanali tiġġenera profitti inkrementali – imma fejn tibda jekk inti bejjiegħ bl-imnut żgħir online? Kif tagħmel progress in-negozju tiegħek online lejn din l-opportunità ġdida u tieħu vantaġġ minn dawn ix-xejriet li qed jiżviluppaw?
L-ewwel pass għal bejjiegħ bl-imnut onlajn ikun li jevalwa l-ħolqien u d-distribuzzjoni ta 'katalgu stampat. Katalgu stampat u ħanut online jaħdmu tajjeb ħafna ma 'xulxin, peress li l-qawwiet f'kull kanal jikkumplimentaw id-dgħufijiet tal-ieħor. Il-konsumaturi tipikament jibbrawżjaw il-katalgu hekk kif jixtru l-prodotti u mbagħad spiss imorru onlajn biex jixtruhom.
In-natura tanġibbli ta 'katalgu stampat jagħmilha kbira għall-ibbrawżjar tal-prodott, peress li huwa faċilment disponibbli u viżibbli għal ġimgħat wara xulxin. Plus ieħor huwa li l-offerti kompetittivi huma limitati meta l-merchandising permezz ta 'katalgu, jagħmlu l-katalgu saħansitra aktar siewi fi swieq niċċa.
Bejjiegħa bl-imnut żgħar sa medji onlajn għandhom jeżaminaw l-ispejjeż għall-iżvilupp, inklużi: ġestjoni tal-lista, disinn kreattiv u tqassim, proċessi ta' distribuzzjoni, u ħlasijiet tal-posta. Madankollu, ir-rati ta' konverżjoni fil-katalgi spiss jimxu wara l-kontropartijiet tagħhom tal-ħwienet tal-Kummerċ elettroniku, għalhekk uża metriċi ta' konverżjoni konservattivi meta tiżviluppa l-mudell ROI tiegħek.
Fl-ewwel paġna tal-katalgu, ikkunsidra li tiddeskrivi l-proposta tal-valur uniku tiegħek (Why would a consumer shop at your store?) and provide details to your cross-channel policies (how orders can be placed and returned etc). Make sure to include your URL (ex. http://www.yourstore.com) in bold writing on every page in the catalog and include catalog “quick shop” numbers (usually 5 digits) so shoppers can quickly locate exact products viewed in the catalog on your website.
Unique strengths within each channel
Now although catalogs can be great selling tools, they are sometimes limited in their ability to provide deep levels of customer interactivity. Product content and imagery may be limited by catalog page space constraints, leaving the shopper with unanswered questions. In businesses with large assortments, not all products can make it into to the catalog. This can also create consumers being unaware of products that may meet their needs.
It is for these reasons why the web works so well with a catalog. 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 “quick shop” 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, konsultazzjoni tal-web analytics u esperjenza tal-utent tal-kummerċ elettroniku. Smith jista' jintlaħaq fuq 610-638-1047 jew fi csmith@trinityinsight.com
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