High Point Fall Market just wrapped this week, and the buzz was how retailers are gearing up for a phenomenon called revenge shopping this holiday season. This is where consumers make up for lost time with increased spending. Consumers plan to spend 25.4% more this year than in 2020!
Are you prepared to capitalize on this trend?
Our own Jesse Akre, President and COO of RetailSystem, discussed how to prepare during his seminar to a packed audience in the Home Furnishings Association Resource Center last Saturday.
In case you missed it, we’ve put together a brief recap on how to boost your ecommerce success.
Tip 1 – Elicit a response
Here’s a little secret: How you “say” things on your website matters more. You want to say something that makes people respond or react.
The most common way retailers do this is through pricing phrases (sale) or urgency messages (free same-day delivery). Those are easy, sure, but SALE SALE SALE is STALE STALE STALE!
Don’t get lost with your competitors by saying the same thing. There are so many cool phrases to convey savings, ease of purchase and selling value as much as price.
Retailers often miss opportunities on their website to invoke trust or need as well. Try statements with genuine interest, be open and direct and talk to the results.
- Trust –“Cancel at any time”
- Need – “30-day free trial”
If you’re not sure where to start, try these handy books from Amazon:
Tip 2 – Have a purpose
Most retailers don’t give as much focus to their website as they do to their physical stores. How can you set yourself apart from the competition?
- Prioritize in-stock and on-display
- Focus on items with short lead times
- Fill-in with vendor best sellers
- Keep it “thematically” related
First, you want to prioritize what you have in-stock and on display. The world knows there are supply chain issues! Give them confidence by showcasing what you already have online.
Next, work with your suppliers to find out which items have shorter lead times and focus on those.
Your vendor reps are also a great resource – ask them about their best sellers, but keep in mind the lead times.
Lasty, avoid a “hodgepodge” of too many offerings on your site. If you wouldn’t have it on your floor because it doesn’t fit with your branding or persona, don’t include it online!
Tip 3 – Shop yourself
When was the last time you “shopped” yourself? Try taking your business hat OFF and putting your consumer hat ON.
Does your online experience mirror your offline? Look at your products, prices, promotions, branding and calls to action. Treat yourself the same way you’d treat your competition. Don’t make excuses.
If your online “self” doesn’t get the same experience, make a punch list and get to it. Set reminders to shop yourself on a regular basis too.
Join us in Vegas
If you want to dive in a bit deeper, our next in-person opportunity will be at the Las Vegas Winter Market held January 23-27, 2022.
Date: Sunday, January 23, 2022
Time: 9:00 – 10:00 AM
Title: COVID and the eCommerce Reality Check
Description: COVID has drastically impacted retail. It has also brought front and center the absolutes of consumer expectations with retailers; especially what are website and eCommerce must-haves. Join Jesse Akre as he explores the consumer journey and how you must embrace this leap forward in the consumers website expectations.
Location: HFA Resource Center, Building B1050, RRC Seminar Room