Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Strategic Tuesday and we are talking about best practices for creating an online retail environment.
On our radio show Ask Those Branding Guys, we spoke with Ava Salman, e-Commerce Product Manager of New Mexico Magazine. In its 90th year, New Mexico Magazine is the oldest state magazine in the country with 70% of subscribers outside of the state. The retail presence at NMMagazine.com features items that reflect the spirit of New Mexico and allows subscribers to engage with the brand.
Ava began her online marketing career in the late 1990s with High Country Gardens and shared that in the early days website tools were designed and built from scratch which was very expensive. Today, technology allows any size business to create an online retail presence at a much lower cost.
Salman note that the two most important aspects of e-tailing are driving traffic to the site and providing a good customer experience. Other key elements of a good e-tailing site include ease of use and clear process.
To get started with online retail, several choices are available for a low monthly cost or with minimal development. Ava recommends using Live Chat to enhance the customer experience by answering product questions that may be barriers to closing the sale.
Once the infrastructure is in place, Ava advises visiting sites that provide a good customer experience to assist you in identifying best practices and components that you would like to include on your own site. Features such as paid return shipping may be expensive. Ensure that items you select align with your business model from a cost perspective.
Don’t forget to plan for both traditional and social media marketing campaigns to drive traffic to your site.
Enjoy the podcast.
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