If there is one target audience that doesn’t get marketed to enough, it’s the existing customer. After all, he already likes your product or service enough to have made a purchase. Why is this person not at the top of the list for future digital campaigns? Sometimes it’s just because we need to be pointed in the right direction. Here are a few tips for upselling digitally.
Upselling Complimentary Items to Regular Customers
A good place to see this tactic in action is at a bar. The bartender may put a glass upside down in front of a customer to let him know he has a free drink coming. This may keep someone in the bar longer, and also result in more paid drinks. How can you do this with your business? Start a rewards program. For example, a restaurant may offer a free entrée for every X number of visits. A salon may offer a free haircut after a particular amount spent. A clothing store may offer a coupon with a discount percent based on the total purchases made in a three-month period. There are all sorts of ways to upsell to a customer simply by saying, “We’re going to give a little back.”
Recommended Relevant Products
This is an aspect of upselling where Amazon puts almost every other company on the planet to shame, and look at what it has done for the online superstore — and the idea is simple. Every time a consumer makes a purchase, adds something to the cart, performs a search, or looks at a product, you gain valuable data on what the person wants or needs right now (or perhaps in the near future). Then it becomes all about leveraging that data to recommend other products a customer may want, and especially to market new products that could be relevant to a customer’s interests.
Create Value for the Consumer
Obviously, the point of upselling is to make more money, but what if you could also leave the consumer happier? That’s a win-win. Be sure to offer products that will enhance other things a customer purchased. If someone buys a TV, offer an HDMI cable, a Blu-Ray player, or a high-end universal remote. If the consumer buys the remote, suggest some batteries.
By upselling to your customers, you make more money and provide good service at the same time—a recipe for marketing success.
|No comments||This entry was posted by EIC Social Media Team on August 3, 2016 at 11:00 am, and is filed under Online Sales, Sales. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
Retail sales are soaring, and that means more money to be poured back into marketing. This is particularly the case for digital marketing with the prominent role that online sales played in last year’s fourth quarter for many companies.
What are the hottest trends to boost your brand’s online sales?
Mobile Retail Apps
More people than ever are making purchases from a smartphone or a tablet. But retail apps are quickly becoming the hottest way to make a purchase from a mobile device. If your brand isn’t selling on an app yet, you are falling behind. Now is the time to develop an app, create a new app, or upgrade an old app that makes it simple for consumers to purchase what they are looking at without having to get off the couch or put down their morning coffee.
Sponsored Social Media Ads
We’ve been using social media to promote brand awareness and boost brand perception for a few years now. However, just about every major social media platform has now developed a sponsored ad system. This is an excellent way to combine the two things that people seem to like to do the most on their phones—socialize and shop. Native content places your ad seamlessly into a user’s feed and can create engagement while also providing a soft sales pitch. Paying per click, per install, per follower, or other actions is a great way to make ad dollars count.
Instant Gratification Calls for Expedited Shipping
Consumers who shop from mobile devices want what they want now. They don’t even want to get up out of their easy chair. Why would they want to wait a week for a shipment to arrive? Creating online sales involves being willing to offer great deals on fast shipping. And this is not just a trend for retail businesses. People want to be able to use their phone to order from a restaurant and have food waiting when they arrive. If the Internet has taught this generation anything, it’s that you should never have to wait for what you want. Consumers expect retailers to live up to that expectation, too.
|No comments||This entry was posted by EIC Social Media Team on May 11, 2016 at 4:30 pm, and is filed under Online Advertising, Online Sales. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
If you want to maximize the profits of your online retail business, a couple of things are absolutely necessary. Let’s take a look at the importance of mobile—and the need to promote special offers and discounts in the right manner and at the right time.
Mobile Is the Only Way
Mobile isn’t just your best chance at making it in online retail; it’s the only way. Two in three customers shop online, and many of those customers are using smartphones and tablets, which means a few things for your store.
- Mobile Responsive Site – Your site has to work across devices and platforms. If the site loads too slowly, isn’t optimized for mobile, or bogs down when users go to their cart on a mobile device, you can kiss that sale goodbye. No one is going to put down a phone and walk over to a desktop to complete a purchase. They will find a competitor with something comparable for sale.
- Mobile Application – Providing a mobile app for even easier mobile use is another great way to increase online sales. Again, the app must be cross-platform and be able to perform on various devices. Screen size should not affect the user experience. Images need to be high quality, and the app needs to be simple to use – especially when completing a purchase. Otherwise, you will see many items left in carts.
Online Promotions and Special Offers Need to Drive Profit
The ways you decide to provide offers and promotions should depend on how your target audience wants to receive them. A simple email to remind a customer that they left something in the cart may be enough to get someone to come back and complete a sale. Perhaps the item has now gone on sale, making this a great time to remind a customer she was looking at something. Does your customer often make purchases at a certain time of day or a particular day of the week? Sending a special promotion that specific day or time will make it more likely for the consumer to open the email, follow the link, and make a purchase.
|No comments||This entry was posted by EIC Social Media Team on April 13, 2016 at 4:30 pm, and is filed under Mobile Marketing, Online Sales. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
Microsoft is one of several corporations that has performed studies on the human attention span, and all of the results point to the same thing: the human attention span is shrinking. This directly affects eCommerce sites because it increases the likelihood of someone becoming distracted and leaving your site before completing a purchase.
How can you enhance the performance of your eCommerce site? Here are a few things to keep a close eye on:
eCommerce Site Problems Cost You Money
If your eCommerce site crashes while a customer is trying to complete a sale, many of them won’t come back to complete the transaction later. You can add that loss to the estimated $4 trillion (USD) in product that will get abandoned this year in digital shopping carts. A checkout experience that can’t be completed quickly is another site issue that will drive consumers away.
What Is Causing the Problem?
Your eCommerce site and shopping cart may perform well most of the time, but what causes it to suddenly turn on you—and cost you money and potentially a customer? A few things you need to do are:
- Shore up the front end – You don’t want an app crash to be the problem.
- Memory issues – When a database is busting at the seams for storage and CPU use, everything goes wrong. It starts with slower speeds, but progresses quickly to mistakes and full site crashes. This can ruin a potentially great Black Friday or another big shopping day.
You Need a Scalable Solution
You don’t want your customers to hit a glass ceiling, because then you’ll begin to lose sales and new clients due to computer-related memory problems. That means relying on scalable solutions that don’t require you to develop a new database every time the company hits the next plateau.
Now is the time to consider having a relational database, but don’t trust just any company that throws that term around. You need to know if the database is tolerant to the occasional fault, or if one error brings everything down. You also need to understand how the scaling database will affect a mobile app that you make sales through. Perhaps there is a way to simply scale your database for the fourth quarter or maybe an even shorter time when sales increase.
It all comes down to making sure that your customer isn’t distracted from completing a sale by a problem on your end. There are already enough distractions that you can’t control.
|No comments||This entry was posted by EIC Social Media Team on March 23, 2016 at 4:30 pm, and is filed under Online Sales, Usability. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
Imagine this scenario. You are looking for a new lamp for your office, and you find one on Amazon. It seems like it could work, but you haven’t decided yet. A week later, every site you look at online is still advertising that lamp. Which best describes how you feel?
- I’m annoyed. If I wanted to buy it, I would have already.
- Thanks for the reminder. I still haven’t decided, but I don’t want to forget about it.
- What ads?
The fact is that you might even feel different at various times. For example, if you suppressed an impulse buy, you probably find retargeting annoying. If you are researching options for a long-term purchase decision, you might not mind getting reminders. Of course, with too many reminders you might stop paying any attention to ads.
Developing the Right Retargeting Campaigns
If someone has been searching every day for Burberry products, they probably don’t mind frequent retargeting. After all, they’ve been looking at the same products every day. If someone checks in on prices once a week, they might not appreciate daily retargeting as much, but would welcome one or two reminders per week.
Another way to use retargeting effectively is to advertise to consumers when something they were looking at goes on sale. Maybe the reason they left before finishing a purchase was because of the price. Retargeting a consumer with the new, lower price could be just what they wanted to see.
So it really comes down to how retargeting is done. Even customers who want to be retargeted might get annoyed if it is done too frequently or without reason (like a lower price or another incentive).
How to Avoid the Creep Factor
This is often a concern, but most consumers are okay with being reminded about an item they had reviewed. Again, timing is important. If you remind them of a watch that they were looking at six months ago, they could wonder about how far back you are going in their history. Depending on how big of a purchase the item is, perhaps you have only one or two days to work with. For major purchases (a car, for example), you should be able to retarget for several weeks or even months, especially if you are running a special promotion.
|No comments||This entry was posted by EIC Social Media Team on January 27, 2016 at 6:22 pm, and is filed under Marketing Strategies, Online Sales. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
If online sales are relevant to your business, and it is for most modern businesses, then you need to make sure that you are taking every opportunity to improve your bottom line in your eStore just as you would in a brick-and-mortar shop. Here are a few suggestions that can help your eCommerce sales increase from your site.
Would You Like Fries With That?
It is called upselling, and McDonald’s has been successfully using it to increase sales for years. Why not apply the principle in the shopping cart of your eCommerce site? When someone adds an item to the cart, be sure to suggest similar items or items that other customers have bought when making the same purchase. Sometimes you just need to let a customer know that you have a related product that they will also want. For example, do not let someone buy a TV without suggesting an HDMI cable.
5-Star Product Reviews
Include snippets from positive reviews among the content on a sales page. You can rave about your own product up and down, but when someone who has actually purchased and used it says they don’t how they ever lived without it, you are far more likely to make a sale. Remember not to squelch negative reviews. Just do not put them front and center.
Creating a Sense of Urgency
One of the biggest issues that eStores face is that consumers do not feel the same stigma when leaving items in a cart and “walking out” as they would about doing so in a brick-and-mortar store. How can you fight against this trend? Create a reason for the consumer to make the purchase right now. Make sure that a customer knows that a sale is “one day only” or that you have “limited quantities available” of a certain product or size. H&M sets a great example in their on the ground stores. On your way out, you will notice that on the wall it says, “Grab it now. Tomorrow, it might be gone forever!” Give your consumers that same feeling about leaving your eCommerce site without making a purchase.
|No comments||This entry was posted by EIC Social Media Team on June 18, 2015 at 4:30 pm, and is filed under Digital Advertising, Online Advertising, Online Sales. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
Coupons to Create ROI: Using the Right Kinds
Digital coupons can be a great way to increase online and in-store sales, especially during the holiday season. Consumers are tighter than ever with their money thanks to recent economic issues. They want to know that they are getting a bargain. How can you offer the right coupons to create ROI and increase sales figures without having to give up your revenues? Here are some coupon tips to help you reach consumers and get them to shop your brand.
First of all, you need to consider the best way to get your coupon into the hands of your customers. While paper coupons still have their place, digital coupons attract a lot of attention and are easy to distribute. You can email all of your customers, or even a partial list if the coupon only applies to a targeted group. Apps are another great way to provide coupons for in-store use, since they can easily be scanned from a smartphone. Be sure to include a coupon code for use at your online store.
Social media is becoming a more common place to offer coupons and discounts. Plus, it can get your brand a little extra attention if done properly. Give the coupons out in exchange for a ‘follow.’ You can also offer special coupons or discounts for individuals who ‘Pin,’ ‘Retweet,’ ‘Like,’ or ‘Favorite’ a post. It encourages your fans to shop your brand, and gets your company a little extra social media exposure at the same time.
Also, don’t be afraid to just advertise the coupon code on your webpage. This is one of the best ways of using coupons to create ROI as it doesn’t cost anything to send out the coupons through email. Having the code also available on the webpage ensures that people who are not on your mailing list don’t feel left out. Discounts and coupons that are good on a single item, full price items only, or that require the first item be purchased at full price all offer appealing discounts while ensuring that your company still makes money on the sale.
|No comments||This entry was posted by EIC Social Media Team on December 25, 2014 at 4:30 pm, and is filed under Online Sales. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
Offline Retail Sales Still Dominate: Notes for the Online Marketer
The US retail industry sees more than 3 trillion dollars in revenue annually, so while eCommerce is a thriving part of the economy, bringing in hundreds of billions of dollars, that is still just the tip of the retail iceberg. So, why do offline retail sales still dominate? Or, more to the point, why are people still shopping in stores? Understanding the reasons can help your online business thrive.
According to recent research, one concern with online shopping is that returns could be difficult. Allowing returns in-store for items bought online, coupled with not charging shipping for returns, can quickly overcome this issue.
This goes along with another issue for consumers: shipping costs. Some ways to overcome these concerns are: (1) offer free shipping (or, perhaps free shipping with a minimum order amount or just on no-rush orders); (2) charge minimal shipping instead of marking up the shipping costs to make an extra buck; (3) offer promotions on shipping on occasion. (Promotions can even be used as a test to see if increased sales would cover the cost of eliminating shipping altogether).
‘Immediacy’ is another thing that can make consumers cringe. Often, shoppers want or need the product immediately. Certainly, they don’t want the billing to be instantaneous while waiting to receive their product in a week or two. While you can’t teleport their items, try to work on faster shipping (without charging a fortune), or, allowing for in-store pickup if the item is available locally.
Perhaps the biggest reason offline retail sales still dominate is because the online shopper can’t pick up, try on, or test out a product before buying it. You may be able to combat this with free samples, as they may help you get a higher conversion rate. In lieu of that, entice customers with free, no hassle returns. This way they can get the product and try it on or play around with it a little. Offer a free return in case they don’t want it. Most people will keep what they buy unless they truly hate it.
|No comments||This entry was posted by EIC Social Media Team on September 25, 2014 at 4:30 pm, and is filed under Online Sales. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
Upgrading Your Shopping Cart – Keep It Working For You
We hope you enjoyed our previous article on how to drive sales with your shopping cart. We are happy to share more suggestions for upgrading your shopping cart with you. Consider the following:
It is important for your site to include a place for other customers to rate and give reviews. If someone is not sure about a purchase they still might be convinced to buy it—if they see the ratings and testimonials of others.
Make the final checkout buttons easy to find both at the bottom and the upper corners of the screen. People may get frustrated and give up if they cannot easily find the checkout section.
Give your customers the ability to save their wish list order for later. The potential customer may not be ready to purchase anything at that moment and is just looking. If this is the case, this feature allows the shopper to easily retrieve what they saved and make the purchase.
You will also want shoppers to be able to easily change or edit their shopping cart. If they want to remove an item from their cart, but cannot do so, they are more likely to abandon the whole cart than to purchase that item.
Once they have chosen their items, it can be beneficial for sales to show related items. They may not know about the related items, or, that they need other items, until they are shown the items. It’s the online shopping cart version of asking a fast-food customer: “do you want fries with that?”
So, what happens if the customer makes it all the way through the checkout process and is starting to second guess their choices? They might be thinking that they could get the product cheaper, if they did not have to pay for shipping. This is a good time to keep them interested by offering free shipping or an additional promotional code. Even if the special offers are small, it might be just enough to tip the scales in your favor. People love feeling like they got a great deal.
Just remember that shopping carts, like any part of a business, is a continuing work in progress. Upgrading your shopping cart is important because what is working for you now might not work for you later. So, keep an eye on your abandonment and conversion rates and make changes as necessary.
|No comments||This entry was posted by EIC Social Media Team on August 21, 2014 at 4:30 pm, and is filed under Online Sales. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
Shopping Carts Drive Sales – Make Them Work
You might know that shopping carts drive sales but you might not realize the extent that they do so. If you take into consideration a few simple and basic ideas, you have at your fingertips ways to make your website more profitable. Let’s consider a few suggestions.
Before you put the following ideas into practice, log the abandonment rate of your site’s carts, then revisit it again after you have updated your site. This is something that is unique to online shopping. When walking through a brick-and-mortar store, few people leave their carts in an aisle and walk out. This is completely different online. Here, more than 50 percent of shoppers leave items in their carts without completing a transaction.
So, how do you identify what you should change with your shopping cart? A good place to begin is to see how the most profitable online stores deal with the shopping cart or bag.
One thing you will find is that nothing drives a customer away faster than a required registration. People love the convenience of shopping online. So, instead of interrupting the buying process with an account registration, give them the choice to do it later.
Also, make sure your website has as many different types of payment and shipping options as possible. Again, your focus should be on making the experience a smooth and easy one. One way to do this is to offer a one-page checkout, if you can.
Once your consumer has filled a shopping cart, give them the option to print it or to send it. If they have the ability to keep a copy, or show it to someone, they are more likely to return and purchase the items.
Also, it is important that your customers feel the site is safe and secure. Display logos and seals that show the legitimacy of your site and make it easy for them to access your security policy.
Show your customer that you’re interested in giving him a good deal. Display sales and promotion codes right on your website, and make it easy for them to be used at checkout.
These are just a few of the ways that shopping carts drive sales and, more importantly, how to improve their functionality. We’ll consider some more ways in an upcoming article.
|No comments||This entry was posted by EIC Social Media Team on August 14, 2014 at 4:55 pm, and is filed under Online Sales. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|