{"id":9548,"date":"2019-02-04T08:43:32","date_gmt":"2019-02-04T13:43:32","guid":{"rendered":"https:\/\/www.retailsystem.com\/za\/?p=9548"},"modified":"2019-07-03T14:53:08","modified_gmt":"2019-07-03T19:53:08","slug":"jesse-akre-featured-in-furnituretoday-e-commerce-best-practices","status":"publish","type":"post","link":"https:\/\/www.retailsystem.com\/za\/blog\/jesse-akre-featured-in-furnituretoday-e-commerce-best-practices\/","title":{"rendered":"Jesse Akre featured in FurnitureToday – E-commerce best practices"},"content":{"rendered":"

A few weeks ago I had the privilege to sit with Anne Flynn Wear from FurnitureToday; discussing the evolution of eCommerce in home furnishings. Having begun our furniture eCommerce journey almost 20 years ago this month, it was a great opportunity to share.<\/p>\n

Here is a link to the Furniture Today article –<\/p>\n

\"\"<\/a><\/p>\n

And – here is the entire Q&A:<\/p>\n

“Jesse, please share some of the most common topics or tips you-give to retailers you meet with<\/em>“?<\/p>\n

Set expectations. Now plan strategy around those documented expectations.<\/em>
\nHow many retailers view a website with a cart as \u201cdoing eCommerce\u201d? It is a scary question and the results are even more frightening. As a retailer, you must understand that while eCommerce is exciting and full of adventure, it is a business like any other business. If doing eCommerce was as easy as having a site with a cart \u2013 then every retailer would be doing (successfully) eCommerce \u2013 and we wouldn\u2019t be having this conversation. Its like priorities. If everything is important \u2013 then nothing is important. There is no eCommerce \u201cEasy Button\u201d. It is a business. You must treat it as such.<\/p>\n

Sales is a numbers game. Maximize where you are strongest!<\/em>
\nRetailers need to focus their omnichannel sales efforts. Sales is a numbers game. Period. Do we care where the cart rings? (Sure, we do for all things strategy \u2013 but a sale is a sale for this conversation). We can go and spend days talking about the ins and outs of all things sales (and marketing) \u2013 but it really boils down to traffic and conversion. You bring them in, throw selection and price and value at them, and hope to convert! Sounds so easy, right?! (Insert emoji of choice) Retailers need to focus on maximizing their conversions \u2013 starting with the mix of products they focus on. This applies to retailers doing eCommerce AS WELL AS retailers hope to build leads from their site. So as a retailer, please give this pause. Here is a bold statement. For fact \u2013 you will NOT be successful selling \u201cFurniture\u201d online, or \u201chome furnishings\u201d. None of us have the capital to play that game (time and money). It\u2019s way too broad! I could even make a case for \u201clighting\u201d, or \u201crugs\u201d, or \u201cmattresses\u201d. Still broad but getting closer. Run a report for 2018. Which categories of products drove your business (not just top line, but both sales and margin)? For this discussion let\u2019s say that report said you did extremely will with dining furniture; great revenue, strong profits. Naturally, you have lines that support this. Now what do you think would happen if you focused all web efforts to growing the audience for dining furniture? Again, remembering that 70% (or more) begin their furnishings journey online but most still come in-store. So here is my suggestion. On your website make sure you have a deep wide assortment of dining (again insert your category based on your report). Now, anyone that comes to your site can \u201cshould\u201d easily find dining and all the dining you have access to. Because you have made it that way! So, if you have 8 tables in store, have 80 online. 6 styles of chairs in-store, show 60 styles online. Buffets & sideboards, same applies here. Wider, deeper. You might even have to add a few vendors to strengthen your dining offerings. I used a multiple of 10X, that is not a magic formula – but you get it. Relevant wide and deep selection. Think about Amazon. Next, you must flag all products that you have in-store and on-display. That online consumer who wants to go see something \u2013 better know exactly what you have and where it is located. Next \u2013pricing your dining. All of it. This exercise will force you to focus. Now take these learnings and attack what is second the list. Don\u2019t ever stop!<\/p>\n

And since the Superbowl is near \u2013 a couple \u201cblocking and tackling\u201d items \u2013 not necessarily ecommerce specific; but so important!<\/p>\n

Be true to thy self!<\/em>
\nToo many retailers have a severe case of dual personas. For example \u2013 in-store they have built a reputation (value-proposition) of being a high(er) end \u2013 high(er) touch design retailer; all in efforts to set themselves apart. However, they are a victim of having a website for nothing more than saying they have a website. Worse yet, someone sold them a website touting millions of products and eCommerce riches and the retailer bought the magic beans. Wave the surrender flags now. Retailers must know and own (with consistency and tenacity and perseverance) for the long haul who they are across all touch-points \u2013 especially making all things web reflective of that mission and vision. If and when you master and maximize that across all channels (Omnichannel\u2026.) with your core business \u201cphilosophy\u201d then by all means, please go nuts and plan the takeover of Amazon! But until then, focus all efforts in support of who you are and what makes you great.<\/p>\n

Know who you are. Show it! (Brand brand brand).<\/em>
\nRetailers have spent generations defining who they are in-store. Carrying my point from above a bit further; retailers have defined value propositions and differentiators. The who, what and the why. They have selected lines. They have defined services. They have a look and feel that seems to do the trick. However, you visit their website and it is a complete disconnect. As a retailer your website should be a true digital representation of your primary showroom down to the fonts, colors and imagery! 70+% of consumers begin their home furnishings journey online. Most still buy in-store. Do not deliver mixed messages. It\u2019s a killer.<\/p>\n

Finally, \u201cShop yourself\u201d. Often! When is the last time you experienced your entire omnichannel experience as a customer? Start to finish. It is an eyeopener. Don\u2019t wait. Make it a routine exercise.<\/p>\n

Make sure you understand “Omnichannel” and what it takes to do it right. RetailSystem can definitely help<\/a>!<\/p>\n","protected":false},"excerpt":{"rendered":"

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