How to boost business online

Are you frustrated with online sales, or don’t know how to go about taking your products online? In an increasingly competitive market, how can you ensure you get a slice of the action? Marketing expert Sam Pavitt offers a few pointers.

There has never been a better time to take a step into the online furniture market if you are an established retailer. Many retailers have resisted the e-commerce platform to date, keen to watch others make mistakes – or worse still, go bust – because of competitive prices, high delivery costs and warehousing needs.

The result is a more level playing field. No longer are retailers appearing overnight and selling furniture at tiny margins with poor customer service and backing. Customers are now wiser and not simply using price as the be-all and end-all of their decision-making process.

What this has created is a more stable online market where, if you have a good offering and an experienced agency or in-house team behind you, the rewards can be massive.
With so much attention focused on search engine optimisation and social marketing these past few years, many online retailers have forgotten the simple rules of retail success. There are no salesmen on a website, so visitors are free to come and go as they please, and if you do not tick every single box you will lose the sale.

The online world is changing in a big way, with more and more customers using smart phones for price checking and even checking out. So do something about it! Get yourself online and get an app. Advise customers that if they wish to purchase from your website they may find the product cheaper – however, you will need to consider delivery costs and lead times.

It is not a problem to differentiate between retail stores and the website in price as well as offering if the market requires you to do so in order to make a sale. This is often a grave concern for retailers who worry their sales staff will not be happy if the website undercuts stores, or the stores will have to deal with website enquiries.

These are all simple obstacles that can be overcome. Look at any major online retailer from other sectors – Comet, Tesco, PC World – these all differentiate on price, offering and service between retail stores and their e-commerce websites.

For every one person walking into a retail store in search of a solid oak wardrobe, there may be 1000 searching online. Only with a high-end website offering and marketing strategy can you have a slice of this trade.

Here are a few top tips to avoid online disappointment:
• Treat your website as a completely different business to your stores, but maintain your brand and values.
• Have a clear offering – do not list 1000 lines with huge lead times, as online customers expect their furniture fast. Only display ranges you can deliver within a reasonable time frame, or else don’t list them at all.
• Dedicate a marketing budget and expect results. Do not simply dip your toe in the water – allocate a sizeable budget to an agency that can deliver sales, and, if they don’t, get rid of them.
• Offer support – make sure you have sufficient staff to man the phones and deal with email enquiries.
• Listen to your customers – if a range is not selling on the website, pull it out. Even if it is your top store seller. Only list products that customers want to see and that are selling.

There is only one way online retail will continue to go, and that is up.