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The Off Price Show: Retailer's E-Commerce Tool Kit

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Jodell Raymond of Black Cat Plus describes her experience in e-commerce retailing and social media and provides retailers with insight as to how to balance it all.

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The Off Price Show: Retailer's E-Commerce Tool Kit

  1. 1. THE NEW E-COMMERCE REALITYOrganize Your Way to Success!
  2. 2. AGENDA: THE NEW E-COMMERCE REALITY• Website Format Options • Informational • E-commerce• Web Marketing Strategies• Internal • E-mail • Blog • Product descriptions/zoom • Ratings and Reviews• External • SEO • Social Media • Facebook • Twitter • Linked In • You Tube • Pinterest • Google+ • Daily Deals Websites• Tools • Live Chat • M-Commerce
  3. 3. TO HERE…
  4. 4. TO HERE….
  5. 5. FORMAT OPTIONS: WHAT IS MY OBJECTIVE?• Informational vs. E-Commerce • What is my commitment level?• Deciding Factors • Goals and Objectives • Resources—maintenance, experience, and money • Customer: Demographics
  6. 6. DOMAIN NAME REGISTRATION• Register own name • http://whois.domaintools.com• Where to Register • Hosting Company-Server • Go Daddy look up to see if the domain name is taken • “Mom and Pop Web Person” like a Reseller who owns a company that hosts, builds and does maintenance • See Point #1
  7. 7. INFORMATIONAL SITE• Objective: The Basics• Resources • Do-It-Yourself • Hire a contractor-make sure it includes updates • Sources: Freelancer, Guru, and O-Desk • Images: i-stock photo
  8. 8. E-COMMERCE OPTIONSTemplate Stores and Customized 1. Examples of Stores 1. http://smallbusiness.yahoo.com/ecommerce/inde x.php 2. www.amazon.com 3. www.volusion.com 4. www.businesscatalyst.com 2. Pros and Cons 3. How Do I Not Get Taken? 1. Resources 2. Referrals 3. Research
  9. 9. E-COMMERCE SITE PERSONNEL AND SERVICES• Personnel • Designer-Look and feel • Programmer/Developer-behind the scenes technical and functionality, writes code, tests code, makes sure site is functioning • Webmaster-on-going updates and changes • SEO-Search Engine Optimization and/or PPC • E-mail Master • Photographer • Copywriter-Blog, Newsletter, Product Descriptions • Social Media Copywriter• Services: • Site Host • Payment Processing • Payment Gateway • Live chat • Email provider • SSL Certificate Provider
  10. 10. WEB MARKETING 101• Internal • E-mail • Product Descriptions • Ratings & Reviews• External • Social Media • Blog • Facebook • Twitter • Linked In • You Tube • Pinterest • Google+ • Daily Deal Sites • Tools: SEO, Live Chat, M-Commerce
  11. 11. INTERNAL MARKETING• Email • Newsletters: • Constant Contact • iContact• Product Descriptions• Ratings and Reviews
  12. 12. E-MAIL• Newsletters• Birthday messages• Abandoned cart reminders
  13. 13. BLOGS
  14. 14. GOOGLE NEWS ALERT• Monitor the Web for interesting new content• http://www.google.com/alerts• Google Alerts are email updates of the latest relevant Google results (web, news, etc.) based on your choice of query or topic.
  15. 15. SOCIAL NETWORKING• Social networking is the grouping of individuals into specific groups.• Social networking websites function like an online community of internet users where members can share common interests in hobbies, religion, or politics.
  16. 16. SOCIAL MEDIA FOR BUSINESS• Marketing to Current and Prospective Customers• Finding Contacts: Sales Reps or Manufacturers• Hiring Good People• Expert-making• Monitor Competition• Public Relations• Focus Groups
  17. 17. SOCIAL MEDIA 411• Integrate, Connect, Engage vs. Inform, Inform, Persuade, Remind• Key: Provide Value through relevant content!• Remember: Your customers and competitors are here!• Web of Friends!
  18. 18. SOCIAL MEDIA
  19. 19. COMPARISON Facebook Google+• Max character count 190 • Circles• Fan page and link to every • Video Hangout piece of communication• Like button • News Feed• Share• Free Tabs: photos, video, events• Custom Tabs: Blog Feed, Shop• Ads
  20. 20. COMPARISON Twitter You Tube• 140 character message • Discover, watch and • Answer questions share original created • Brand Awareness: Build videos Buzz • Video camera: personal • Host special promotions hand-held video camera, • Host twitter parties iPad • Customers help decide what retailer should carry
  21. 21. COMPARISON Pinterest Linked In• Virtual pinboard allows • Built upon trusted you to discover, connections and organize and share relationships, LinkedIn things on web has established the• Create boards on any worlds largest and topic of choice most powerful• Add a pin it button to community of product pages or a professionals Follow Me on Pinterest
  22. 22. FACEBOOK CONNECT WITH CUSTOMERS
  23. 23. PINTEREST: ENGAGE WITH CUSTOMERS
  24. 24. DAILY DEALS WEBSITES• Vouchers that offer deep discounts on mostly local products and services.• GroupOn-$787 million worth of vouchers last year from over 50 million consumers• Local merchant groups can offer the same web marketing
  25. 25. LIVE CHAT & M-COMMERCE• Live Chat • Provide Support • Live Chat• M-Commerce • Get Ready for the next big wave of M-Commerce!
  26. 26. SEARCH ENGINE OPTIMIZATION• Services • Site analysis and design • Content writing • Link building • Google analytics • Key word analytics
  27. 27. MY ACTION PLAN• Q and A
  28. 28. REFERENCES• James Wedmore-You Tube• Chris Voss Social Media• Peter Shankman Social Media (HARO)• Chris Brogan Social Media• Bob Negen Whiz Bang Training Retail Mastery System• The Power of Pinning• Linked Influence• Facebook Influence

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