by Julie Thomson, tekservePOS
This year retailers are looking for ways to improve and expand their e-commerce websites making them easier to navigate and more appealing to the retail shopper. The main focus will be on dramatically updating and personalizing the website presence and expand it to the customer base. Bottom line is… retailers want to sell, but consumers come to e-commerce sites to do so much more than purchase these days.
According to an article on Daily Finance, “Consumers have spoken loudly with their online behavior, and retailers are listening.” says Anne Brouwer, senior partner with Chicago retail consulting firm McMillan Doolittle. "With the recession and high gas prices, consumers are deciding it is cheaper and easier to shop online," says Brouwer. "It's open 24/7 and solves a lot of problems."
Changes that will be taking place are a more focused approach to strategic planning, advanced marketing skills, a much stronger customer focus and enhanced exposure on the web.
Retailers of any size can have a strong business ethic and appear even more successful on the Internet with effective service, website and multi-channel integration. Retailers have to learn new marketing skills to compete on the Internet. Retailers must offer valuable information and build a strong trust with the viewer before they will feel comfortable going to the order form and buying online. Viewers must also be able to navigate on and through the retailers’ site. They need to find what they are looking for within three clicks.
Retail stores are beginning to collect email addresses from shoppers while they are at the checkout so they can email coupons to the shopper - and many retailers are gearing those coupons to online shopping only. In turn driving traffic to the site rather than the store.
Retailers need to test new ideas about what they think will work for their website. Testing is key to find out what features play well with consumers. Where everything is located is a big factor in how well the consumer will be able to find what they are looking for and be able to manage through the site more quickly and effectively.
Social media is another key factor affecting selling. Facebook allows messages to pop up on the right hand side of the page with something that the user is either interested in, new store opening in their area or specific offers geared toward that individual's interests. By clicking on the message, a user goes directly to the website. It is a great way of using social media to generate web revenue.
