As brick-and-mortar stores continue to collapse into bankruptcy, leaving blighted, empty buildings, there is a lesson to be learned from each.

Their customers trusted them.

Big-time retailers Kmart and Sears, now jointly owned, still has loyal fans who are eagerly following the roller coaster ride of their dismal-yet-uncertain fate.

If you are an ecommerce vendor, it’s imperative that you study and reflect on the way these conventional stores captured trust and converted it into continuing revenues. Mirroring their marketing tactics, which usually include special sales, coupons, and notable customer service policies, can set you up to become an internet fave – if you play your cards right.

In the ecommerce universe, that means generating “micro-conversions,” or turning initial signs of interest into an established consumer relationship.
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Focus first on these obvious, easily implemented strategies:

Beginning next week, we’re rolling out a multi-part series focusing on accessibility in social media and ecommerce.

Before we dive into some platform-specific issues and ideas, let’s talk a little bit about what is legally required. On social media? There really isn’t a requirement that your content be accessible. (Though we think it ought to be.)

But there are some requirements and guidelines for your website. According to the ADA and subsequent court findings, your website is required to be accessible to those with disabilities. And it makes good business sense – the easier your site is to use, the more likely you are to make a sale.

While there are no comprehensive federal regulations in terms of website accessibility, there is a great guideline – Web Content Accessibility Guidelines (WCAG) 2.1 – and we think it's where you should start. Chances are high that if the federal government does come out with legislation or regulation, it's going to look like this.