Consumer Know How Blog
ottobre 2009
22 ottobre 2009
The Marketing Society - Retail
According to a report published last year by IRMG around 15% of all retail spend in 2008 was online. The festive period proved one of the biggest drivers of this growing trend with several leading retailers such as Dixons and Marks & Spencer running online promotions on Christmas Day itself.
Pretty much all retail sectors are experiencing strong online growth so it's only a small matter of time before this starts seriously impacting on bricks & mortar. And that said it's about time that all retailers started to think about how they exploit the online world to best effect. To be honest, online retail is a success for many despite, not because of their approach.
As all shopkeepers know location is hugely important. So online it's not just about 'discoverability', something that good search marketing will support. But also ensuring your shop has a prime location on the internet. Most people's online behaviour is quite routine so it is not as difficult as it sounds to ensure you have good visibility. Try and think of large portals and community sites as retail parks. Of course they are much more than that but they do deliver huge audiences through their gates each day. Retailers are well positioned to benefit from this online footfall.
And once your potential customer has entered the shop there are other things to consider. Such as how to I transfer the strategies of in-store merchandising to the web?
There's not enough space in this article to begin to cover all these issues but hopefully it's some food for thought. After all, it;s much easier for consumers to take their business elsewhere when your competition is a 'click' rather than a car journey away.
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