REPORT: Getting Browsers to Shop For More
Todd Jamieson
**** Copyright Todd Jamieson 2005 ----- Todd Jamieson, EnvisionOnline.ca (www.envisiononline.ca) ****
Last week, I explained the growing group of web-to-store (W2S) shoppers - those who like to surf for ideas before heading to the store to shop. Now it's time to figure out how to draw them to your business.
ShopLocal.com recently conducted a study into the growing number of consumers researching their purchases on the Internet before going into a retail store.
The research done by ShopLocal.com found that W2S shoppers spent an average of $1.60 in store for every $1 they spent online. Customers with higher incomes spent nearly twice the amount in the store than what they spent online.
So what can you do to make your site more W2S compatible to draw more customers both to your site and your actual storefront?
1. Let People Create Shopping Lists
Shannon Glass, Director of Internet Strategies for Bed & Bath Works, found that letting customers create printable lists of items they browsed online made for a higher rate of in-store shopping. An easily added function lets customers add items to a shopping list that they can print and bring into the store, without having to register. Those who do register can be given the option of saving their list for the future.
2. Coupons, Coupons, Coupons!
Just like free stuff, few people can resist a coupon. I've even used coupons for places I'd never normally go - just because the coupon offers a great deal.
The ability to create, add, modify and track coupons can be easily added to an existing site. One client, JapanCameraCentre.com, added this function to their web site and now averages about ten coupons or more downloaded a day, depending on the season.
Taking it a step further, another client, Mont Cascades Resort, devoted an entire site, ClubCascades.ca, to providing coupons and special discounts for their members. With the dynamic ability to change text, images, dates and download limits, they are in complete control of their coupons and can draw both deal-seeking regular members and new visitors to their resort.
Coupons are also great for products that people don't typically buy online, such as jewellery or restaurant meals.
(c) Todd Jamieson 2005 ----- Todd Jamieson, EnvisionOnline.ca (www.envisiononline.ca)
About the Author:
Todd Jamieson is Founder and President of EnvisionOnline.ca, an Ottawa-based web development and consulting firm. He holds a Bachelor of Business in Marketing from Bishop’s University and has over ten years experience with Internet and database technologies. Jamieson has worked as Project Manager on more than 200 web sites, web applications and Internet e-business initiatives for small and medium sized enterprises. He is also actively involved in a number of other small businesses and is Associate Director of Exploriem.org, Professional Entrepreneurs and Intrapreneurs Organization. He lives in Ottawa with his spouse, Erin.
|
