February 26th, 2010
I do not believe that it is technology per se, that will fuel retailers in their perpetual efforts; to capture the elusive consumer dollar. Instead, it is the method in which Merchants incorporate the new technology; to provide greater benefit to their shoppers. In the future, the most successful retailers will be those who focus on customer satisfaction, and consistently deliver the best shopping experience; in both their physical and online store.
People desire the basics, when embracing the shopping experience. Consumers are only interested in technology, to the extent that it makes shopping faster, easier, and more economical. To illustrate this point, a KPMG study showed that Consumers were very enthusiastic about using the Internet to “search for product information and compare and evaluate alternatives.” A familiar practice, traditionally known in the brick-and-mortar world; as Catalogue or Window Shopping.
When shopping online, motivated Consumers placed the most emphasis on receiving detailed and objective product information; to support their decision to buy. Furthermore, 79 percent of online shoppers surveyed, desired toll-free access; to connect with a knowledgeable sales person, or customer service representative. In both instances, Consumers are actively seeking a dependable means, of satisfying the lack of physical contact; with a retailer or online product.
Even when online Merchants make substantial efforts to satisfy the Consumer’s multi-sensory needs, many shoppers still prefer a brick-and-mortar store; to 1) pay for their merchandise, and 2) return unsatisfactory items. For now, Internet Security and Customer satisfaction, are two very real obstacles; facing many online Merchants. In most circumstances, these problem-types; still require a “walk-in” solution.
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Tags: converting shoppers, customer satisfaction, generate sales
Posted in Conversions, Marketing Strategies, Website Content | No Comments »
January 26th, 2010
Since the introduction of MyFace (a term I use to describe the MySpace/Facebook craze), Twitter, etc., Social Media Marketing has taken the front seat, in the drive to establish/maintain a Company’s brand and positive reputation; both in Search results and the e-marketplace. Popular social mediums provide a wealth of consumer-generated data, that satisfies the Search Engines’ desire for fresh, query-relevant content; that is both informative and engaging.
For a number of years, Search giants like Google have echoed the importance of current and relevant data; displayed on Web pages. Now, with the introduction of Universal Search, real-time results and Google Caffeine, it appears that Google (for one) has recognized the value of current user-generated data; and afforded it the appropriate weight in it’s algorithm.
Search Engines recognize that every second, millions of active members are contributing and sharing insight, knowledge and experience; in social communities and blogs, around the globe. This generates a pool of fresh, query relevant data; that can be searched and indexed routinely. Often, this information (albeit proven or dis-proven) provides more up to date information, than that found on the outdated Blog posts and forgotten Web pages; that often litter Search results.
The inclusion of MyFace and Linkedin pages/profiles, Youtube videos- and now the introduction of Twitter to search results; affords Internet marketers a valuable opportunity, to increase their client’s exposure on the World Wide Web. Utilizing popular social venues, businesses should take advantage of this valuable opportunity to generate relevant, keyword rich and optimized daily content; that promotes their products/services, and improves Search Engine placement.
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Tags: branding, Marketing Strategies, online reputation, Social Media, social netwoking
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