eCommerce Retail: Are You In or Are You Out?

• August 20, 2019
• Topics:
  • E-Commerce
  • Ecommerce Challenges
  • Marketsupport
  • Omni Channel Marketing
  • Omni Channel Retailing
  • Online Shopping
  • Online vs Bricks and Mortars
  • Online Vs. Bricks and Mortar

eCommerce retail – are you all in or are you all out?

If your answer is somewhere in the middle – you could be damaging your brand.

When it comes to eCommerce, there are two strategies retailers and manufacturers take that are the most effective:

All-In

What does an all-in eCommerce presence look like? It means:

• Participating in all major retail holidays, like Black Friday, Valentine’s Day, Mother’s Day, Father’s Day, back-to-school, the list goes on… While most brands already do this in store, all-in eCommerce means making sure that is happening online, too.
• Staying on top of eCommerce trends. From having co-ordinated social media presences (like being able to shop through Instagram, for example), to a consistent newsletter, to looking at the latest technology, to making sure your site is user-friendly, conversion-optimized, and more.
• Having a dedicated, tested shipping process.
• Having eCommerce-dedicated promotions. Give customers the incentive to shop online by having online-exclusive sales.
• Making sure your site is mobile-friendly and secure.
• Using social media and pay-per-click advertising.

The list of retailers who are doing all-in eCommerce well in Canada includes Amazon Canada, Best Buy Canada, Canadian Tire, Home Depot Canada, Costco Canada, and more.

If this seems like too much of a commitment you might consider all-out eCommerce…

All-Out

We hear often that you “need” be online – but is that true? It certainly isn’t for some retailers.

Stores like Winners and HomeSense prove the point that eCommerce isn’t always necessary. In fact, their models are successful in part because they don’t have an online shopping component.

Shoppers at these stores like the treasure hunt aspect of never knowing what you’ll find in-store. It keeps them coming back again and again, searching for new deals. And in-store, Winners and HomeSense deliver with rotating displays, seasonal products, and constantly changing merchandise.

The Murky Middle

Why is landing in between these two extremes harmful? It can depend on the approach:

• If you never update your eCommerce site, customers won’t know when new deals are out or be incentivized to return.
• If the checkout or shipping process is clunky, shoppers will likely go elsewhere.
• If data security is compromised, you’ll lose consumer trust.

The list goes on…

The reality is that optimized eCommerce is a full-time commitment. It takes the same amount of attention to detail and focus as managing a bricks-and-mortar location. You don’t necessarily have to be doing eCommerce only – in fact, a robust eCommerce presence can support an in-store location — but if you are treating it as an add-on, or a side stream of income, it may not be doing you the best service.

What do you think is the best eCommerce model? Share with us on social media. Marketsupport Canada is on Twitter, Facebook, and LinkedIn.

We can help make your eCommerce store, bricks-and-mortar location, or both the best they can be. Contact us today to get started. Call 1-877-421-5081 or visit www.storesupport.ca.