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BizReport : Ecommerce archives : February 06, 2012

Top 3 tips to keep shoppers engaged

With more than six shopping days hitting the billion dollar mark over the 2011 holiday season, merchants - from big brands to small mom-and-pop operations - are looking for better ways to engage shoppers online. According to ShopVisible, their top 25 clients experience year on year revenue increases of more than 60%. What can merchants do now to begin capitalizing on the increase in ecommerce?

by Kristina Knight

ecomm.jpg"The real success stories will be with those businesses who are able to market to, and serve the Connected Consumer seamlessly with a great and consistent experience, relevant to those touch points," said Sean Cook, ShopVisible CEO. "It will require companies to have a strategy, and the operational and technical infrastructure to support this strategy. Success will come when companies are able to leverage the unique engagement points and create an experience that is greater than the sum of parts - not requiring mobile, for example, to live alone as single stand alone channel, but just a touch point that might lead to an in-store promotion or an online flash sale. Consumers don't think channels - they engage with companies at the time, place and via the medium that is convenient and appropriate at the time - and companies have to be able to support and optimize that engagement."

Cook's top tips to keep shoppers engaged and shopping?

First, make it a seamless process. Connected consumers are engaging through PCs, mobile devices and in-store; merchants need to make purchasing a simple process.

Second, get mobile.

"Mobile and tablets are going to continue to drive new types of sales opportunity," said Cook. "As smart phones become easier and more sophisticated and tablet become more ubiquitous, companies will need to deploy marketing strategies and supporting technologies to enable those sales."

Third, don't treat customers as one-(ad)size-fits-all. Consumers have personal preferences, likes and interested. Creating a more personalized shopping experience empowers consumers to buy what they want, when they want.

Tags: ecommerce, ecommerce tips, ecommerce trends, online shopping trends, ShopVisible

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