News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
How indie retailers fit into the online space
When most Americans think of shopping they think of the local mall and big box stores, but the Internet is bringing a resurgence of independent retailers back into play. Just where to these indie retailers fit in?
Kristina: When most of us think about online retail, we're thinking of Amazon, Walmart or even JCPenney. Where do independent retailers fit in?
Jason Becker, RICS Software: Independent retailers may or may not fit into online. It really depends on the business model and growth plans of that independent retailer. Our most successful clients that do both brick and mortar and online selling have unique teams that manage their respective areas of the business. While Amazon and Walmart are certainly among the top retail sites visited in the US with 164 and 56 Million Visitors during Q1 2014, respectively, there is still retail business to be won online. But, in order to win that business they have to be committed to the strategies needed to intercept the traffic from the online giants. Those strategies are called Online Marketing. If independent retailers are interested in online retail to generate a substantial amount of new business, they need to invest in Online Marketing Resources that will create a strategy to win relevant traffic for the products they sell online.
Kristina: With so many people shopping online or using websites to research before buying in-store, why are independents having such a hard time harnessing those dollars?
Jason: Independents that embrace showrooming, or the reverse, are going to be more successful than those who choose to ignore this practice. Acknowledging the practice exists, with the customer, is the first step to winning the sale. If you know your business is prone to shopping online/buy-in store, have that be one of the first questions asked. "Hello, Customer: Have you researched this show online? Tell me what you've found..."
Kristina: What else can indie's do to compete?
Jason: The next step is understanding what the product is selling for online. Some retailers choose to price match - others simply can't afford to price match. If you're in the latter camp, make sure you prove your cost when you are with the customer. What I mean by that is, if you're unable to discount because you're value proposition is hands on customer service...make sure the customer experiences that service. If you can't differentiate on cost, you have to be prepared to differentiate in something.
More from Jason and RICS tomorrow, including the traits independents need to succeed online.
Image via Shutterstock
- Report IDs differences in how people use social
- Ad Roundup: Platform expansions and a partnership
- Survey: Hispanic SMBs show strong optimism
- Ad Roundup: Partnership, integration to bring brands more
- Report: Super Bowl ads drove traffic into stores
- Top tips to reduce involuntary churn
- Smart Glasses that look like regular specs will invigorate market
- Less than 1 in 5 CRM managers feel they contribute to business revenues
Featured White Papers
- Learn Why 83% of Advertisers Are Reporting Superior Outcomes With People-Based Ads
Traditional digital display advertising doesn't work. The information in this report is based on an online survey of 350 senior...
- 2016 Email Marketing Metrics Benchmark Study
To build a world-class marketing program, it's crucial to compare yourself to the best performers - but competitor data can...
- 10 Ways to Use Customer Lifetime Value to Reinvent Your Marketing Strategy
CLV insights can help you to attract high-margin customers, target clusters of customers with untapped value, and retain high-value customers...
- 16 Innovative Loyalty Programs of 2016
Engaging customers in a loyalty program is no easy feat. Read how 16 brands grabbed headlines in 2016 by launching...