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Shopfloor DEALER PROFILE: KNEES HOME AND ELECTRICAL THE POWER OF ONLINE


Easy peasy… Consumers need a simple way to browse and buy online


In this special advice piece, Mindy Gofton, Head of Strategy and Innovation at digital marketing agency, I-COM, shares her tips and tricks for retailers making the most of their online platforms


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s Gofton begins: “First and foremost, in order to create an attractive, functional selling website, it needs to have a clear, logical structure; it also


needs to be easy for consumers to navigate and filter in order to find what they want. Websites need to offer clear instructions for deliveries, returns and safe payments, etc.; images need to be high quality and representative of the products, and a good site needs to provide enough detail about products so consumers know exactly what they are buying. Lastly, it needs to work whatever device the consumer is using; and it needs to be easy to go through the checkout process.” And why are these elements important? “If you


don’t make it as easy as possible for the consumer to browse and buy – and know what they are buying – then your competitors will. People will shop in a place where they get the experience they want,” Ms Gofton adds. “For those retailers that don’t have transactional websites, they can also still attract visitors and secure sales by making it very clear how visitors can transact on their website – give options, whether it’s addresses and directions to local stores, a Live Chat window, email addresses, easy- to-use contact forms or a very prominent phone number. Make it clear why the website is not transactional – is it because everything is bespoke? Does your pricing change dependent on numbers, for example?”


Examples of common negative points that consumers dislike about shopping/ browsing online Slow-loading websites; poor imagery; unclear delivery charges/returns process; not enough detail about the product; no contact details in case you have a question/issue. Also, websites that are not designed to work on the device you’re using, especially websites that don’t work well on a mobile screen. Aside from their products, what else can retailers


promote online that could help generate interest and sales? “Offer content that helps consumers use your products, whether it’s buying guides, video tutorials or lookbooks or content collaborations with websites and people that your consumers admire,” she adds.


April 2019 ertonline.co.uk


What else can retailers promote online that could help generate interest and sales? “Offer content that helps consumers use your products, whether it’s buying guides, video tutorials or content collaborations your consumers admire.”


“Try providing testimonials, reviews and case


studies to demonstrate social proof. Businesses need to tell stories about themselves, about their products and about their customers to build an emotional connection with their audience.”


Getting social As well as this, Ms Gofton believes that because consumers are always on social media talking about the products they are buying, and the products you are selling, she says that if retailers are not part of that conversation then you’re missing out on opportunities. “Your customers are also on social media


consuming an awful lot of content; if you can tell great stories and entertain, educate and excite them, then you can win their hearts.” In terms of retailers either taking first steps


to tweak or completely overhaul their online platforms, Ms Gofton concludes: “Make sure you know what you need from your website – what functionality does it need? What systems does it need to integrate with? “Do your research and seek plenty of advice. Companies like I-COM, the digital marketing agency, offer services including web design and development, digital marketing strategy, PPC and SEO.


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