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Top 3 Ecommerce trends for 2014
2014 is just around the corner and with the strong showing from ecommerce over the holidays - more than $30 billion spent online so far - many retailers will be turning to online channels to push their revenue lines in the New Year.
Ecommerce success in 2014 will not be as simple as throwing up an online store and waiting for the customers to find you. According to one expert, brands will need to become comfortable with multiple channels, know how to promote differently according to devices and understand the data coming in.
"As mega-retailers like Amazon continue their quest to steal market share from other big-box retailers, both online and off, smaller online businesses will need to become more nimble in how they compete, both from a price, customer service and marketing standpoint.This includes identifying true points of difference and showcase these points in marketing and branding, delivering personalized experiences," said Matt Winn, Marketing Communications Manager, Volusion.
Winn's #3 tip for 2014: Look past traditional SEO. Google is continually updating their algorithms to deliver more relevant content to people. This pushes so-called traditional SEO strategy aside. To perform better he advises small retailers to avoid keyword use/density in favor of relevant, audience targeted content on blogs, videos and shareable content. And that targeting? Will require a focus on data.
"As smaller online businesses continue to expand their presence across channels, the need to turn to performance data from both a channel-specific and holistic standpoint becomes even more important. Google Analytics is a good tool for this, because business owners can measure their site traffic from multiple devices and referral sites," said Winn.
Tip #2: know which shoppers are using which devices and ensure the content and ads targeted to them render properly on those devices.
"SMBs should have a mobile-optimized version of their site, with mobile-optimized checkout, that helps facilitate a better mobile experience. Small retailers should also look at their site across multiple mobile devices and pay attention to new technologies, such as smart watches," said Winn.
Tip #1: Become a multi-channel expert. Shoppers aren't just logging on to big-box stores sites any longer. They are looking to the social space, review sites, comparison shopping engines. They are savvy about how to get a better deal, where to look for coupons and discounts and they use them - even in store. Retailers must expand their presence, integrate with shopping feeds and tools to keep their name before shoppers at all times.
Image via Shutterstock
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