Improving your digital presence is about more than just adopting new technology and adding social media to your website and this differs depending on your business. For example, the key for retailers will be different from a medical practice. Retailer must align their digital marketing strategy to the consumers’ expectations, one that is consistent with the in-store buying process. Additionally, a retail business should consider the idea of the Internet of Things [IOT]. This specialized interface connects every aspect of the buying process, from the customer to the devices and technology and everything in between. In familiarizing yourself with tools such as this, you can optimize your digital marketing strategy to ultimately build a strong brand and increase sales.
Here are a few things to consider during development of a digital marketing strategy for your retail business.
Meet your customers’ digital expectations
Today’s consumers have more choices than ever for how and when they want to access content, allowing them to take a multi-channel approach in researching and buying products. By understanding the expectations associated with product acquisition, retailers can align their online purchase processes with their in-store process. This includes the What you see is what you get approach. Consumers want to know they are getting the same level of customer service and quality of product that they would in-store. Knowing this fact from online reviews and the like will increase the likelihood that a consumer will transition from browser to buyer.
The smartphone has had a tremendous impact on the online buying process; so much so that the smartphone has actually replaced the tablet as the leading device for researching purchases. They have also introduced retailers to what has become known as the connected consumer – a consumer who expects to be able to shop wherever, whenever, and however they like.
Furthermore, consumers expect to reach your store, whether via the internet or in-person, with everything they need to know about what they are purchasing and the availability. Digital applications like Radio-Frequency Identification (RFID) RFID, and other retailer technology can benefit your business by allowing employees to do inventory faster and more accurately, as well as provide a higher level of customer service, by streamlining the checkout process. The more value you are able to provide to your customers, the more capital they will invest.
Make it a one stop shop
Set your business apart from other brands by offering e-commerce--shipments, returns, price matching, etc. This will increase your opportunity to build brand loyalty and maintain customers. Take Amazon, for example. This major e-retailer has made the entire purchase process easy for customers by providing everything they need—from initial research, to price comparisons and product reviews, all the way to making the purchase. As a result, consumers feel empowered and in control of the process, while your business continues to gain more insight into buyer’s behaviors and habits from the information they share on the site.
If your business is unable to adopt these ecommerce additives, consider implementing an online mobile friendly coupon for use online or in-store in addition to one with a greater value that is only compatible with online purchases.
Social media = social commerce
With the advent of social media came social shopping, allowing customers to interact with their favorite brands. A retailer that actively uses multiple social media platforms can build relationships that will drive traffic to their website and create brand ambassadors through ‘Liking’ and sharing.
Utilize your social media pages to talk to consumers, share new product information, and announce specials. However, take it a step further by making it possible for them to begin the buying process on your social media page. An example of this is Target. With the use of Like2Buy, Target fans can shop via Instagram, by simply selecting the image, and being linked directly to Target’s main website to complete the check-out.
Final thoughts
Every business is different, and the way in which you execute these tips will be based on your business needs. When it comes to your digital marketing strategy and social media efforts, your business will benefit the most if you use a more service-focused approach rather simply pushing your products on to customers.
ChangeU: For your independent study ...
Retailing 2015: New Frontiers - PwC http://goo.gl/rJkcAG
PricewaterhouseCoopers and TNS Retail Forward collaborate to report on this overview of the retail industry through 2015.
ConversantTM Retail Marketer Insights Study 2014 http://goo.gl/tMI16Q
Research with important insights into the digital opportunities and challenges faced by leading senior level retail marketers.
