Many retailers still run their online and store businesses as separate entities, but the two channels actually sell using suprisingly similar tactics.
Many retailers still run their online and store businesses as separate entities, but the two channels actually sell using surprisingly similar tactics. The psychology behind store selling is well-documented, and it’s just as effective online. The experts agree, saying too many retailers used to traditional store selling approach the web as though it’s a completely alien world, when the reverse is true.
“The first thing I tell people is to treat their website like their store front,” says Iain Buchanan, an e-commerce specialist who has worked with several retailers. “The main misconception I encounter is that online is different from the real world.”
Which means that websites should be all about customer experience and figuring out what works for each business. Our recent feature on online selling tactics looks at how sites subtly push certain products and increase conversion rates – everything from clever use of social bookmarks to placing promotions at the top of a page can have an impact.
The biggest strength of online is the data – not only can you employ different tactics, you can measure how they do and work out what’s best. E-commerce director at Majestic Wine Warehouses Richard Weaver says small changes can make a big difference, and that online retailing can be a “slightly more scientific exercise” because of the analytics.
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