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.
Focus first on these obvious, easily implemented strategies:
Besides those pro-active steps, avoiding pitfalls through preventive actions is equally critical. That means pay attention to sales transactions, taking care to ensure your customers are satisfied. Make clear your refund and exchange policy, and adhere to it. And don’t overindulge on the blind contacts. Excessive sales pitches are often unwelcomed, as are unsuccessful attempts by recipients to unsubscribe. With accessibility comes responsibility. It will pay off.
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