3 Ways to Reach Consumers No Matter Where They Are
David vs. Goliath? Can't we all just get along … and sell more stuff? A recent New York Times article suggests there's a trend of consumers attempting to rebel against big online retailers like Amazon and eBay. Retailers shouldn't view the internet as an "us or them" scenario, however. Everywhere is local online. Some consumers will shop on Amazon, while there are others looking for the little guy. As a retailer, there's no reason why you can't satisfy both.
Local buyers are simply one of many consumer personas looking for a specific online experience. These personas can often change depending on the circumstances of the purchase, which is why it's important to consider the possibility that you can reach different kinds of purchasers in a relevant way that caters to their online shopping preference and motivations.
Independent retailers have the opportunity to reach every type of consumer by simply having their products stocked on all the right online shelves. The internet is a great equalizer, enabling independent retailers to compete and have the kind of competitive presence that would never be possible in the physical brick-and-mortar world. Consider these three ways to ensure you reach all types of consumers:
1. Create a rich shopping and buying experience on your site. There are always consumers who want to find that special place to shop and buy. Some consumers innately want to support the little guy and will avoid the massive retail superstore experience. You have the ability to create a unique user experience with your brand and products for those consumers who would rather buy from a smaller independent retailer. Create compelling reasons for consumers to seek you out and come back for more.
For example, Loehmann's has built up a huge following of loyal customers with its Insider Club. The retailer has created an engaging user experience that attracts customers to discover new products and fashion content. The Insider Club has three levels of membership that provide exciting offers and discounts, like 15 percent off on your birthday. This has created a VIP buying experience that entices customers to consistently shop on Loehmann's site.