online strategies fro retailers 1.0
Post on 24-Jan-2015
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!
AGENTS OF CHANGE Living and loving the communication revolution.
Rhys Hayes
Retail Strategies
The Newspaper Business
Me Devices Content Aggregators
Content Creators
What can we learn from their mistakes?
Your Retail Store Front
Your Digital Store Front
Your competitors
Can you spot the difference?
Standard retail offer
Compare and review
The very latest, first!
Massive savings
Special needs
Me Ways to buy
ProductAggregators
Product Manufacturers
Your Digital Store FrontYour competitors
How can we differentiate and create value in a world filled with choice?
Four Steps Getting on the right track
You’ve got to be there Get your products online and indexed
Step One (of Four)
1. Power your online product database with your core inventory/product management system.
2. Get your product data and content up to scratch (images, descriptions)
3. At all costs put a price on it
4. Meta data (learn to worship it)
Get the right foundations: Well supported, well adopted software platforms
Step Two (of Four):
Getting the right mix:
1. Don’t go with the agencies proprietary CMS
2. Open source or .Net - its your call.
3. Make sure it has a well supported developer community....
4. Make sure plenty of other people are using it
5. Integration: the API is the key...
Follow the rules: Attract, engage, convert, retain
Step Three (of Four)
Follows the rules: Attract
-Social media strategy
- Display advertising media buy
- Search strategy (SEM, SEO)
- Integrating your offline / traditional strategy
- Enabling your retained evangelists
- Partnership
Step Three (of Four)
- Give me what I want! and then some!
- It all starts with great products
- Then great shopping tools
- Then great community tools
- Then continuos improvement
(you’ll find the answers to your continuous improvement strategy in your analytics data)
Follows the rules: Engage
Step Three (of Four)
- Worship thy conversion funnel
- Analyse, track and constantly improve
Follows the rules: Convert
Step Three (of Four)
- If a bird in the hand is worth two in the bush, then a qualified customer on your CRM is worth 10 that aren’t
- Build a community around the brand by enabling your product evangelists
- Build a communications strategy around personalisation
Follows the rules: Retain
Step Three (of Four)
Now differentiate: It’s time to deliver on the brand promise
“Mighty Helpful”
“eee-easy”“lowest prices guaranteed”
“No other store”“Service, advice and the right price”
“pay less, pay cash”
“.... is MY store”
Step Four (of Four)
1. You’ve got to be there: Get your products online and indexed
2. Get the right foundations: Well supported, well adopted software platforms
3. Follows the rules: Attract, engage, convert retain
4. Now differentiate: It’s time to deliver on the brand promise
The Four Key Steps:
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