Friday 21 February, 2014
It may be hard to believe, but there is still a whole segment of the population that would rather head to the nearest shopping mall than to get online and shop. There are people who simply haven’t discovered online shopping yet.
Many ecommerce marketers ignore these people. They don’t shop online, so why bother? But one clever marketing strategy is to find a way to reach these shoppers and bring them online. There’s a goldmine of opportunity waiting for savvy marketers who do this.
The key to luring these offline shoppers online is to understand why they don’t shop online. Once you understand the reason why, you can figure out ways to reach them.
Lack of Trust
Some people simply still don’t trust online shopping. Mostly older folks, these customers are aware of online scams and may view the internet as a den of snakes waiting to take their money. The way around this mindset is to build good rapport and offer guarantees. Stock your site with certifications and offer many ways to contact you, including an 800 number. This way, if they have their doubts, they know there’s a real human being on the other side of the website.
Some shoppers aren’t aware that the internet is the place to find whatever you want at lower prices than offline. This category may overlap with those in the above category. For these folks, you need to stress the low prices you offer. One way to do this is to put offline competitors’ prices on your site alongside yours.
No Credit Card
Believe it or not, there are some shoppers who don’t have credit cards (or are wary of using them online). The credit card is the most common payment method for online shopping, but you can get these shoppers to buy from you if you offer other payment methods. This means a bit more work for you, but in the end, it’s always good to offer a variety of payment options anyway.
You Can Buy That Online
There are certain items that are commonly bought online like books, CDs, games, movies and so on. While most people buy these goods online, there are others that are not so commonly bought online, such as food, major purchases or things customers traditionally like to try out, like clothes. You can get these shoppers by first of all telling them that you offer these items, and secondly by offering a generous return policy. If there is anything wrong with the item, they know they can return it for a refund.
Finally, you can always get offline customers to go online by reaching them wherever they are. Boost your offline marketing and let them know why they should come and check you out online. Show them that it’s cheaper, easier and much more convenient for them.