How do you want your store to be perceived online? What impression do you want to make to your customers? Simply posting bits of information about your business and possibly adding a few products to a shopping cart isn’t really going to do much to inspire and motivate customers to remain engaged, build their trust and, ideally, buy something from you.
Some dealers say they are not able to compete with the big-box stores online, so, they ask, “Why bother?” Brick-and-mortar stores have a distinct advantage over Web sites because they are ready, willing and able to provide customers with detailed information, better service and a hands-on experience with the product in which they’re interested.
Studies show that it’s not always about price when people search for products online. Many are looking for information about the item. This would include products details, specifications, videos and images. Others look for reviews where they can read about shopping experiences and testimonials for the product or store. In fact, more than 20% of shoppers on your sales floor actually visit your Web site during their visit.
Getting customers into your store is an ongoing challenge. Your biggest draw is having products on display, especially those that can be touched and played. This provides you with a competitive edge. Teaming that up with reliable, detailed information and excellent customer service is the one-two punch that knocks many online competitors out of the ring.
The key to this is your unique ability to establish yourself as an authority figure…someone who can be counted on to provide accurate and helpful information. Reliable advice goes a long way, and customers will tell all their friends about their shopping experience with you. Doesn’t it make sense to create a culture where all your customers would benefit from your solid advice and shared experiences?
The Internet is constantly evolving with new ways of motivating customers to take action. One interesting development is the meteoric rise of “authority Web sites.” They tend to rank better in the search engines, attract more traffic, and generate more leads and sales for the