18% of all sales were internet sales84m visits to retail websites on Christmas eve107m Christmas Day86% increase from 2011113m Boxing Day14m hours online
Get a few of them up and have a look at them…..http://econsultancy.com/uk/blog/11417-14-reasons-behind-john-lewis-44-increase-in-online-sales http://econsultancy.com/uk/blog/61918-q-a-john-lewis-on-the-ingredients-of-a-successful-multichannel-retail-strategy
Pre defined market places which already exist. Issues? It costs. Siteplus is always an option (from £12 pcm)
Learn from your competitors, see what they’re selling and what is working for them. If there’s no competition, great… get started.
Lavender oil on Amazon
If it has a good story behind it, people are more likely to buy it. I bought a wooden carving because of the story behind it, otherwise, it’s just another piece of clutter in my house. But people always ask about it and I then get to tell them a story.Your website’s appearance is critical when choosing a service. It is often the first impression that a potential customer has of your business. If it’s a product and the price is low, I will make some allowances for a less than current design… but for a service provider, tolerance is very low.I think it’s important for service providers to appear their very best online. A critical badge of credibility for a service provider these days is to have a Facebook page. When buying a product such as a bottle of vitamins, I don’t really care if the vitamin site has a Facebook page or not. But service providers are different because these businesses interact with people . . . integrity is paramount. We like to see the people who are a part of a service-based business, and if a service provider has a Facebook page – it says that business is a part of the community and is REAL. Facebook provides good street cred.Reviews and testimonials are also critical when considering a service provider. People almost always read onsite testimonials on a service provider’s website to see what people have to say. Of course, these testimonials on a Website are vetted by the business owner – so they have to be good! But nonetheless, it is a credibility factor to have reviews/testimonials on your site, it personalizes the site and you can get a sense of the business.Additionally – if your business is listed in Google Places, Yelp, TripAdvisor, etc. – then you need to make sure you monitor your reviews regularly. A few negative reviews will not deter most people, but if there is a majority of negative reviews with no response – then people will move on.
People will research YOU – LinkedInReputationWF Travel insurance great SM - https://twitter.com/MartinRothwell
E-commerce Landscape• Online sales account for 10% of all UK retail sales• 50% (and rising) of store purchases informed by online research• 24 – 44 year olds are most active online buyers
Christmas on the internet• 18% of all sales were internet sales• 84m visits to retail websites on Christmas eve• 107m Christmas Day visitors 86% increase from 2011• 113m Boxing Day visitors 14m hours online
Search terms Christmas/Boxing day?• Next sale’• Debenhams sale’• Marks and Spencer sale’• John Lewis sale.• 30% of consumers over Christmas using mobile device
The time is NOW!• Online sales are growing at 17% each year• UK has largest e-retail economy with over 37 million online shoppers• Average spend £1,165 a year (the highest amount in the world)
Stop and Think Is e-commerce right for you and your business – product or service? Do you have the skills and systems needed? Can you provide good customer experience and after-sales support online?
What’s your favourite?• What’s your favourite websites to buy from?• Why?
Planning to…..Sell Online• What do you want to sell?• Decide which system is best – volume, prices, audiences• Start building a catalogue of products or portfolio of services• Determine which payment system to use• Start spreading the word...
Payments• Easy payment methods – with options• Secure transaction and PayPal (SagePay or similar)• Number of items in stock• Clear postage charges• Flat rate fee or price per item• Recommendation
Opportunities for up selling?• Spend over £30 – free postage• Buy two get one free• ‘Customers who bought this also bought’• Vouchers - Groupon
Legislation• Distance Selling Regulations• Data Protection Act• Intellectual property• Consumer protection legislation• Exclusions on restricted goods• Specific regulation - food and drink
Online Selling Directive•The European Directive on Distance Selling(Directive 97/7/EC)•Shopping from home is also known as distanceselling and includes purchases made by e-mail, fax, telephone, Internet shopping and mailorder. Distance selling involves communicationbetween a supplier and a consumer where theyare not in each others physical presence.
When Things Go Wrong• Watch out for the protection on offer from various systems – all will have an agreement which you sign up to and provide protection• Ebay and Amazon have specific seller agreements and resolution centres for any disputes• Preloved, Gumtree and others do not provide cover or act in disputes – they are advertising sites
Make it Compelling, Make it Easy• Reduce time filling in forms – e.g. one-click purchasing• No registration• Recommendations• Ratings• Cross-sell• Use product reviews• Promises and Guarantees• Web exclusive deals• Use video – engagement• Content is currency• Build your user communities – engage, inform, develop
Store Design• Clear navigation – low click levels• Prominent search feature• High impact current image• Deep links into the site• Commitment to buy – call to action• Reinforce trust – images, endorsements• Good copy• Responsive/fast loading images
Payments and Pricing• Add up your costs- direct and associated• Look at your rivals - do you have competitive advantage?• Consider ‘loss leaders’ approach on web• Price versus value• Shipping costs – how to communicate• Credit card or payment system fees
Online Transactions• Payments using cards are ‘card-not-present’• Higher risks of fraud and banks require operations within their rules (and therefore accept higher level of risk themselves)• Method – depends on volume of sale