“Content That Converts” (helpful downloadable report) via Total Retail

“Content That Converts” (helpful downloadable report) via Total Retail

How retailers can grow e-commerce sales in a heightened competitive environment Over the past year, retailers have had to evolve their businesses to account for growing consumer demand for e-commerce. And for many consumers, the shift to online shopping is likely to remain post-pandemic. This provides an opportunity for retailers to capitalize. In order to do so, they must create compelling, differentiated online shopping experiences that stand out from the rest in a crowded digital landscape. This asset provides competitive insights including: How shoppable content can be leveraged to increase online salesTop benefits of incorporating shoppable content into your e-commerce strategyHow personalized shoppable content enhances customer experienceTips on shoppable content production that will drive customer engagement and sales Help your business succeed with shoppable content by downloading this comprehensive guide today. Click on the following link to download this helpful report: https://mytotalretail.tradepub.com/free/w_defa1071/prgm.cgi Offered Free by: Zmags Total Retail is the go-to source for executives looking for the latest news and analysis on the retail industry. Be sure to bookmark this helpful and relevant site:  https://www.mytotalretail.com/  If you are not already a BRA Retail Member, you can easily opt in to either Regular (no cost) or Distinguished ($100/yr.) Membership via this super simple join...
“4 Ways to Manage Your Company’s Online Reputation Without Ads” by Dave Lehman via Total Retail

“4 Ways to Manage Your Company’s Online Reputation Without Ads” by Dave Lehman via Total Retail

Credit: Getty Images by Eva-Katalin As you might expect, advertisements don’t win over customers anymore. Why? Consumers are  annoyed with ads. And so are marketers — 20 percent to 40 percent of clicks on paid ads are fraudulent. For these reasons, online reputation management, the practice of crafting strategies that shape or influence the public perception of an organization, has risen in importance. Recent research shows that 57 percent of marketers prefer to focus on boosting online reputation instead of advertising. It’s clear to see online reputation management is more critical now than ever before. Companies today need to create positive customer experiences to win new business. Rather than throw more money at advertising, consider these four ways to manage your online reputation that will help turn happy customers into revenue: 1. Gather customer reviews. Reviews are necessary for gaining new customers and ensuring the satisfaction of returning ones. When someone visits your store location, encourage them to leave a review and share their thoughts online. Be sure to send requests for reviews within 24 hours of the guest’s visit. Waiting too long to send a request may result in the guest forgetting their experience, meaning they’ll be less likely to leave a review. Related story: 9 Best Practices for Negative Customer Reviews 2. Build a referral program. When your business has a robust online presence, you can focus your attention elsewhere outside of strictly acquiring customers. That’s because happy customers bring in new customers. Incentivizing your guests to refer people to your store(s) will help your business grow faster. Consider offering gift cards, discounts and deals to your returning patrons and new ones. You can also create custom...
“Customers want you but choose Amazon, WHY?” by Dan Pankratz via Exchange Collective blog

“Customers want you but choose Amazon, WHY?” by Dan Pankratz via Exchange Collective blog

70% of Americans Prefer to Shop Local You hear it all the time, “I love your store,” or “I want to support local,” and “I am over Amazon.” But it is no secret that millions of customers are going to Amazon’s market place to shop and buy. But in a survey of 1,500 Americans done by Intuit, they found that 70% of customers prefer to support local businesses through online and instore purchases. Connecting with your in-store customers online is critical. It is proven that a majority of shoppers start their purchases online. This means your website needs to give customers the option to shop what you have to offer. “But I will never be able to compete with online prices,” so what is the point of trying to have an e-commerce site? A survey done in 2020 by Red Egg Marketing found that 82% of customers surveyed are willing to pay more for a product from a local retailer, and 8 out of 10 customers are willing to spend more money at local businesses. Your website should be treated as the first stop for your customers. Exchange Collective What does this mean for brands and retailers? Exchange Collective solves this problem – it allows people to support their local retailer and buy the brands they want. Brands win by controlling their product images and descriptions, Retailers win by having Brands manage the product data so they don’t have to. In the past few years, it has become easier for retailers to set up e-commerce sites. Though it may be easier for retailers to set up a site, the...
“How To Use Email Marketing To Increase Retail Sales In December” by Bob Phibbs (the Retail Doctor)

“How To Use Email Marketing To Increase Retail Sales In December” by Bob Phibbs (the Retail Doctor)

Are you looking for how to use email marketing in December to lure holiday shoppers back to your store again and again? You’ve come to the right place for ideas. Customers are out there shopping for a once-in-a-generation spending spree, but how focused are you on reminding your shoppers that they should buy from you? At this busy time of year, you have to frequently send email blasts to your loyal customers. You have to say, “We have this product in stock right now and you can take it home today!” One of the most obvious ways to market your message to your retail customers is to use those services that don’t cost you anything, especially email and social media. And yes, email marketing opens are on the decline but still the best way to reach shoppers who have purchased from you. We often forget how necessary reinforcement is to your audience of consumers who like and prefer your store over Amazon, but who still shop with competitors because you let them forget you exist. And a lot of that comes from other retailers and email marketers building brand awareness while you take your own for granted. The more impressions you can consistently make with your fans at this time of the year, the more they will remember they like your retail shop, reinforcing their beliefs about why they chose your brand in the first place. And that can’t be another message your email recipients received jammed with too many products, too many discounts, and too many images. Keep it simple with one idea. Good emails update your customers’ email boxes...
“How to Create One Connected System for your Retail Store” by RICS Software (BRA Supporting Vendor Partner)

“How to Create One Connected System for your Retail Store” by RICS Software (BRA Supporting Vendor Partner)

As businesses grow, the importance of system integration grows with it. Without it, you lose time and money. System integration is connecting software applications allowing them to talk to each other and act as one coordinated platform. Top retailers have found ways to connect their store to their stockroom, ecommerce, and available inventory from the brands they sell, creating one system of record that does it all. As you think of your retail business, how many different software or manual applications do you use?  Are they working together or working against you? Where are the opportunities to integrate your technology? Here are a few ideas on where to begin: ECommerce – Connect your ecommerce platform to your POS. With ecommerce sales driving growth for most small businesses, it’s imperative your POS and ecommerce platform communicate to one another in real time.Payments – Don’t let payment processing be a point of friction in your sales process. Establish an integrated payment processing feature to remove unnecessary fees, steps at check out, and save you time. Plus, customers get a simpler, better, and faster touchless checkout.Ordering – Eliminate pains when placing orders by finding a solution that integrates with your supplier’s system to automatically add, edit, delete, or share product information. A real-time connection will ensure you are accurately seeing product data and availability.Marketing – Use customer data to drive your marketing outreach by connecting your customer database to your marketing tools.  Create personalized email campaigns or manage your customer loyalty program knowing your customer data is accurate and always up to date. Establishing the right integrations allows you to build one...
“Retailers Must Find a Way to Keep Pace With Emerging Instagram, TikTok Trends” by Adrien Nussenbaum via Total Retail

“Retailers Must Find a Way to Keep Pace With Emerging Instagram, TikTok Trends” by Adrien Nussenbaum via Total Retail

In December 2020, a Scottish mailman named Nathan Evans uploaded a video to TikTok singing a 19th Century sea shanty called “Wellerman.” Within days, his rendition of a more-than-200-year-old song was shared worldwide, leading to countless online collaborations, features on late-night shows, and finally a three-album record contract. I’m a father of two daughters who do a good job of updating me on online sensations, but even I was taken aback by the speed and scope of “ShantyTok,” as the trend was dubbed. The rate at which these trends are emerging, exploding and being monetized is accelerating dramatically. For retailers, this change in pace of play requires an unprecedented emphasis on speed and agility. The increasing speed of retail trends is directly related to the media on which they’re emerging. While previous fads evolved out of longer viral videos, today’s TikTok videos and Instagram reels are comparatively bite-sized. When content creators are challenged to hold their audience’s attention over a span of 15 seconds to 30 seconds, they’re forced to introduce new material on a weekly or even daily basis. Consider these two features on TikTok fashion from Seventeen and People: published less than three months apart, there’s only one item in common between the two lists. If you’re an online retailer, how do you stay afloat in this rapidly changing environment? Or better yet, find a way to profit off of it? Related story: 3 Key Takeaways for Marketplaces in a Post-Pandemic World 1. Keep your finger on the pulse of emerging must-have products. Many retail executives would prefer not to spend their time refreshing Instagram feeds. However, some degree of investment in observation...