Two Strategies to Reach Shoppers Online

Considering the options that exist for retailers, I think it’s best to approach the digital landscape as if you’re selecting the sharpest ax and most reliable power tool.

This is a big deal for retailers as Shopify, the ecommerce platform that enabled $135 billion in sales in 2019, just launched a new consumer app, Shop. Shop is a digital marketplace for customers to discover local businesses powered by Shopify through recommendations and location filters. 

Digital Marketplace vs. Native Mobile App

The benefits of a marketplace like Shop and the Shopify platform include alignment with a large, well-known brand with access to data points it has gathered from retailers like you, who give data in exchange for exposure. The challenge lies in your brand’s inability to fully control the user experience, and getting swamped in competition with the number of  retailers listed in the marketplace. 

The value of having a branded, native e-commerce app, is being able to  design the experience you want to deliver — the kind that builds loyalty and increases the lifetime value of your customers. Owning your mobile storefront means you get to control what products you want to sell, how you want to display them, the frequency of outreach to customers and what the messages say. And of course, your data is owned by you, accessible at any moment. 

A Well-Balanced E-commerce Strategy

My recommendation is that you think about a well-balanced e-commerce strategy. One the one hand, how can you maximize the features that come with a digital marketplace? What products can you offer there that will make the most of discovery and recommendation engines?

On the other hand, how can a native mobile app help you deliver a digital-first customer experience that uniquely yours? You will want to ensure that your offers there are designed for your most loyal customers. Also, keep in mind that you’ll need to wrap an engagement strategy around each purchase that reflects who you are and keeps customers coming back for more. 

The digital landscape is varied, and no one single tool will get the job done for every goal you as a retailer will have to grow your business and thrive in the way we do business now. Personally, I’m excited to see how businesses will make use of insights from Shop to strengthen their presence on web, social media and apps. The digital toolbox is only getting stronger, and that’s the only way growing retail will continue to thrive. 

Start Planning Now: How to Reopen Your Retail Business

Opinions may vary about how and when, but I, like most Americans, am thinking about what life and business looks like when stay-at-home restrictions are removed. In Texas, where I live, the governor has a task force that is working on the logistics of opening schools, places of worship and, for the benefit of the economy, businesses. The President also weighed in with a three-phase approach called Opening America Up Again.

Safety is the main concern for all when considering how to get commerce energized and people out of their houses and purchasing goods. How your business returns to operations impacts not only your customers but also your employees and your reputation. Planning will be essential to a smooth roll-out.

What Remains: Online and Digital Ordering

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To offset the months of lower foot traffic, continue to maintain a robust, streamlined process for purchase on your website or through an app. Give buyers the option for delivery or scheduling curbside pickup at your physical location. Many of your customers will appreciate the opportunity to see a friendly face and to rebuild their routines.

What Changes: Notifications and Email Alerts

If your business requires you to get up close and personal, like stylist or cosmetologist. Typical waiting areas are not an ideal place for customers who are concerned about their health. You can help people get past the worry with clear communication about what the experience will look like.

Enhancement: Gift Cards, Mobile Apps and Credit Toward Services

Even if you don’t have a hard timeline in place yet for reopening, encouraging customers to order gift cards for themselves or as gifts to others not only brings cash flow into your business but it also builds anticipation for redeeming the credit. Along with re-investing in your companies website, invest time and money in building a mobile app for your brand that allows your to notify them via push notifications and incorporate augmented reality (AR).

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Bottom Line: Start Small, Be Cautious

As we navigate the reopening of public life together, I want to give you a reminder to lead with empathy. Uncertainty makes it hard to anticipate customers’ reception to in-person experiences, so be sure you’re exceeding expectations with your digital presence. Allow the brick and mortar game plan to follow the guidelines and messaging of the online experience, a reversal of the way things used to be.

Fold in the opportunities for clients to connect with you face-to-face, ensure their and your safety by following guidelines from elected officials and healthcare professionals, and nurture your relationships by treating every engagement with kindness and a view on the long-term outcomes. We’re in this together.

A Timely Pivot to E-Commerce

There is a graphic circling social media that demands we all come out on the other side of the coronavirus pandemic with a skill or side hustle, or else we’ve wasted the time given to us through quarantine and shelter-in-place orders.

I tend to take viral posts like this with a grain of salt; what productivity looks like to someone who is an entrepreneur versus someone with a job that is deemed essential or to someone who is childfree versus a person who is balancing homeschooling and full-time work expectations will be vastly different right now. However, in every bombastic and boastful post, there remains a grain of truth. Now is a good time to make purposeful changes about your company and expand into new and strategic offerings.

As a previous article mentioned, restaurants and retailers are shifting in their delivery to maintain contactless or organize as few touches as possible between packaging and the customer. Let’s zoom out a bit about pivoting to the online and digital space in a meaningful, long-term way.

I recently had a conversation with a successful retailer in New York who has three stores in the city. They’d done well offering boutique services through their brick and mortar storefronts up until the pandemic. When they looked at online sales, they lagged in-person numbers. Now with the shut down in the largest city in the nation, they realize that they’d missed a prime opportunity to have their online store primed for the pivot to online buying. Working from the back foot makes it harder to earn dollars that established boutiques that give equal, if not more, attention to e-commerce have already taken.

 

Revamp Site Content

If your site and app is already up, you’re one step in the right direction. Say you’ve put that decision off; now is the best time to create your e-commerce solution. Not only are people looking to support small business, you can also link with an independent site or app developer looking to continue building their portfolio.

If you have experience in building online and digital, you may be able take what you would spend with a developer and find a self-service product or platform to help you build.

For existing sites that haven’t been touched since launching, invest in updating your content, from product photos and descriptions to your brand story. It might be that the logo you chose years ago no longer fits with the business you run today. Work with a graphic designer to drop a new logo and hire a content specialist to give your company description the update it needs.

Apply SEO Best Practice

You are familiar with the concept of SEO, right? It (search engine optimization) is what brings your brand up to the top in Google, Bing and other search engines when people search for key words and phrases related to your products and services. If you can’t go viral, you definitely want to be on the first page of the top search results for the words and phrases that matter to you.

Data from Pinterest Survey

One of the more interesting ways that SEO is changing is directly related to the way we engage with search engines. Rarely do we go in search of “blue t-shirts” when shopping. Instead, we ask our browsers “what’s the t-shirt [insert Celebrity X] wore on Jimmy Kimmel?” The specificity of our searches means that alt-text and descriptive content has to be on point.

Notice also I said “we ask” our browsers, meaning we are using voice over typing to search. Voice search, as compared to text search, tends to have longer, more descriptive phrases. Voice search is also tied to heavy spending; by 2022, voice-based shopping will be at $40 billion.

While you may not learn how to DJ or crochet during this shift, it doesn’t mean you should be okay with idleness. Enhancing your online and digital platforms is a no-brainer that will help you maintain your brand’s presence and earn new customers while satisfying your current customers desire to buy online.


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There will never be a perfect time, don’t wait to engage with your customers!

During the pandemic, the latest way to connect with your customers…is to not contact them. Physically, that is. Many businesses are still providing top-notch service, even as we are physically distancing ourselves to lower the risk of contracting or transmitting COVID-19.

Restaurants and bars, along with clothing and goods storefronts, are instituting new methods of getting their food and products to their customers through inventive and creative methods. Rather than allowing new rules to diminish the experience, owners and operators are thinking of ways to provide a positive buying experience and increase long-term loyalty. What does that mean for you and your company as you face the same challenges?

Bundle goods and services in new ways

Across the United States, most restaurants are being labeled as essential service companies but with the rules limiting the number of people allowed to gather in one building, dine-in service is out of the question. I’ve been impressed to see how thoughtful the dining teams have been about packaging whole meals, along with beverages, to still give their customers the appetizer-entrée-desert components in takeaway.

Here in Texas, where I’m based, the governor has relaxed the rules about alcohol delivery and take-way and many places are selling their signature drinks as an add-on. If you sell products, what combinations can you offer customers to help them imagine the experience they can have from a line of haircare or facial goods they may not have imagined? Curating their purchase not only gives them more exposure to your lineup, it helps you understand what combinations can sell in the future.

Invest in packaging

Unboxing videos are a popular way that customers have been sharing their purchases for some years. We use our eyes as part of our enjoyment and investing in new and unique packaging is a low-cost way to surprise your customers.

If you can make the packaging sustainable, that adds a valuable element to why they should be buying from you. Upgrade the bags, boxes and enclosures as well as small touch-points like tags, packaging materials like tissue paper and thank you notes.

Make use of social media to share customer stories

What good is a customer purchase if no one knows they bought it, right? Make a wave by asking your audience to share what they’re buying with their own followers along with their review. You can request this through email marketing or in-app messaging and incentivize it by offering future credit or discounts.

There is a risk that you may have an unhappy customer who isn’t pleased by the change in the buying and delivery process and they decide to share that. However, I’ve found that most people, especially your most loyal customers, are understanding of the ways that commerce is changing and want to support you staying in business.

Keep updated inventory to ensure expectations are met

Almost all of us have experienced that moment of intense disappointment when we’ve added a purchase to cart and are set to check out only to find out that the site had an error and what we want isn’t in stock. You don’t want to be the brand that is letting people down because your inventory wasn’t correct.

Make it a priority to ensure your numbers are correct and updated regularly as customers check out to avoid not being able to fulfill someone’s need for the best work-from-home outfit or self-care product.

Surprise and delight

The brands that go above and beyond in bringing an unexpected smile to their customers’ faces will be rewarded when the travel and gathering restrictions are lifted. The surprise and delight tip doesn’t have to equal a massive spend on your part.

What small ways can you provide an unexpected but welcome moment in the lives of others? The note included in their order thanking them for supporting an independent business, the email that shares a picture of your work from home set up, complete with dogs, cats and kids, or a video dropped on your social media channel that authentically talks about your gratitude. If you can afford, include a freebie that elevates their experience in their orders as well. Be the kindness you wish to see, and it multiplies.


What ways have you seen businesses uniquely providing delivery and carry-out wins from online or in-app purchases?