31 August 2011 15:35pm
I need your help! We are preparing to launch our first ecomm site for trade customers and I'm keen to hear any advice on what tools/incentives work to migrate customers to use online (instead of offline) ordering. I'm would also love to get some sort of benchmark in terms of a typical % increase we could expect to see year on year of this migration
Web technology professional at Bitcala.com
31 August 2011 16:34pm
I'd go online for a % discount - voucher codes?
Copywriter at Southport Harbor
07 September 2011 19:46pm
Will suggested a financial incentive... great idea, and there are others you can probably bake in.
-Does the site save the client time?
-Does it deliver an immediate confirmation?
-Is shipping easier to track?
-Is it easier for the client to select an item from a broader selection of SKUs?
Each of these is a benefit that can be communicated to your clients. One good way to do this: email in advance of launch, timed with launch, and post-launch.
Post-launch email content: perhaps incorporate testimonials from clients on how they like using the new site.
The bottom line: give the clients solid "reasons why."
09 September 2011 15:37pm
Thanks for these responses, you are right, a financial incentive is a strong one. The site will give all those added benefits you mention Paul, so we need to be clear in our communications of the benefits. Thanks for your help guys.
09 September 2011 16:07pm
And make sure you "pre-sell" these benefits prior to site launch with an email campaign.
43 slide PowerPoint presentation given by Econsultancy CEO Ashley Friedlein as a keynote speech at the Technology for Marketing & Advertising show in London, UK, 2 March 2011.
Learn about the latest trends in CRM and the extent to which companies are integrating online and offline data to provide a more relevant and personalised customer experience. Based on a survey of 500+ marketers.
Free market research on digital marketing
Daily Pulse: award winning newsletter
It takes 30 seconds to register