Running and operating an online store looks easy from the outside but being a brand owner, especially a small business retail it’s no walk in the park. Often we sit down with designers who paid quite a bit of money for amazing and beautiful e-commerce designs but are not reaching their sales goal. The e-commerce strategy needs to include more then a logo and some brand colors.
E-commerce is and should be the heart of your business, and the heart of your business deserves special attention and care.
The transition to online shopping is very important today in fashion. Shoppers are heading online to make their purchases and the process should be seamless for those customers that land on your page.
How do you create a personalize shopping experience for those customers.
Strategy 1: Customer Attention Strategy
1. Returning Customers
2. New Customers
You have two groups you should be considering when you strategize your E-commerce plan.
It’s imperative that you understand the life line of your brand and product. If you sale products that last a while you should be considerate of your merchandising plan and how often you need to be updating your products to always offer something new. Returning customers, are looking for the new.
If you are a small brand that carry only 1 or 2 items at the start of your business you are looking for the new customer constantly, you are always on the hunt for the new customers, then you want your “New Customers” to spread the word about your brand and bring in more new customers.
Create a merchandising plan, how often will merchandise be update and/or switched out. How will you refresh old merchandise visuals to recapture the eye, sale plans, mission, engagement tactics that caters to new customers and returning and how will the two align?
Once you know that part about your customers try adding these strategies to kick off a great start to your E-commerce journey.
Strategy 2: Design Planning
Your E-commerce should be planned and should include a detail plan of the website look, features, goal of the website, shopping experience, copywriting and systems.
Planning your E-commerce should start with your target market. You should know what age group you are targeting which will play a role in the design of the website. You should also understand and plan out their shopping experience that you will integrate.
Understanding what is important to your customer will help you to make decisions on the e-commerce systems that will be beneficial and have room for future growth that is authentic and natural.
Your business objectives and platforms as well as marketing plans should all be apart of your “Planning” before the designing of the website takes place. Build the e-commerce brand around your goals and objectives.
Strategy 2: Brand Personalization Strategy
Take a step back from looking at other e-commerce websites and think of how your own brand can personalize the shopping experience.
How will this brand resonate with the customer?
Think of the strategy as a community strategy, what represents a community for your brand.
What emotions will your visuals evoke when a client land on your homepage?
Where would your shopper head to first? Make it stand out!
What would your about us say? What type of language would you include in your copywriting that will draw them in.
How will your newsletters be presented that helps you land another sale and that drives the customer to sign up for the newsletter?
Then consider what shopping platforms allow you to meet these expectations.
E-commerce is a very intricate part of doing business in retail, there are so many parts to consider, research, test out and define. Start with what you know, the customer, detail your strategies targeting those customers or potential customers.