3 Ways to Reach Consumers No Matter Where They Are
2. Use multiple online channels. Retailers want to have as much direct traffic to their site as possible. So why not capture as much virtual shelf space as your larger competitors by being present on the multiple online marketplaces and comparison shopping engines (CSEs)?
View Amazon not as a competitor but as an opportunity. There will always be those convenience-minded consumers who are Amazon shoppers only, so why not present your products there? View it as complementary to your online business, not competitive. Don't stop at Amazon, however. Consider placing your products on other online marketplaces such as eBay, Overstock.com and Buy.com.
Retailers need to develop fresh content for product listings to accommodate CSEs such as Google Shopping. Many consumers using search engines to shop are more price conscious, so consider engaging with those consumers through deals and promotions.
3. Engage in social commerce. The next best thing to attracting and retaining a loyal customer is getting that customer to share their experience with their friends. Create rich engagement opportunities within social networks where customers can share their experience via ratings and reviews on your site. Ultimately they'll become your greatest source of growth and conversion. Even negative ratings and reviews drive up conversion rates because they demonstrate credibility.
Loehmann's made its online shopping experience more social with the use of Style Experts who share fashion tips and trends. The retailer creates content on its social networking pages that encourage consumer comments, which are then pulled back into its site and added to the contextually relevant customer and Style Expert content.
The great thing about doing business online is that your consumer reach is far beyond the 20-mile radius of the local shopper at a traditional retail store. Remember, you're only one click or two clicks of separation from any shopper online, so it's up to you to make sure you're seizing every opportunity to reach that consumer in the most relevant ways possible.