EXPERT OPINION
e-commerce when looking to grow their business. Here are my top tips for how home and garden retailers can set up an online presence and make e-commerce work for them.
Going online is an investment in time Like any new venture, such as a new brand or product line, setting up an online shop takes time. Businesses that make that time investment from the get go will reap the rewards when they are up and running.
Consumers are attracted to online shopping for its speed and simplicity and if a suitable option is available, they’re just as likely to buy a power drill as a pack of screws when they’re only a few clicks of the mouse away. So, take the time to create an online
store that’s well-laid out, visually engaging and easy to navigate. This way, you can make sure that your shoppers are able to make quick comparisons between products and will be inspired at every step of their customer journey.
Reaching audiences you’d never dreamed of Whether you operate your business out of a store or a warehouse, e-commerce allows you to complement your physical presence and open up your offering to a wider audience nationwide, or even internationally. On top of reaching shoppers further afield, internet retailing means engaging different types of shoppers; it’s worthwhile remembering that with increasing numbers of digital natives in the world, these younger consumers are much more easily targeted online than on the high street. If you want a way to engage with the UK’s DIY audience again and again, it’s time to go digital. Whether visitors to your online store are there to shop or browse, you can look for opportunities to cross- and up-sell. Not only does it boost your bottom line but it helps with managing inventory and building customer loyalty. For example, if a customer is shopping online for paint, why not offer them paintbrushes or
re-engage a few days later to see if they’re in the market for wood paint for their skirting boards. Even more sophisticated is the ability to predict purchases based on customer’s shopping habits.
“If you want a way to enagage with the UK’s DIY audience again and again, it’s time to go digital”
If a customer spruces up their interiors for the family Christmas every year, why not pre-empt competitors and offer them new or complementary products and offers ahead of time.
Boosting sales with shopper data
Once your online shop is up and running you can start using data you’re collecting to track your
performance and enhance customer experience. By harnessing data insight you can keep track of consumer behaviour, ultimately allowing you to pre-empt trends and make informed predictions about future purchases.
This means that you can go beyond demographics when it comes to targeting shoppers and tailoring the customer experience. By embracing insights you can really tap into your customers’ DIY
interests
and needs and learn about what inspires and motivates shoppers – allowing you to optimise how you communicate with them and build loyalty. This data also means a greater understanding of how to effectively manage your inventory, ready to cater for consumer trends throughout the year.
While making the move to online might seem like a leap of faith, it’s a valuable investment that could enable you to reach a wider audience, build a loyal and engaged customer base and, most importantly, safeguard the future of your business.
www.diyweek.net
25 AUGUST 2017 DIY WEEK 17
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