April 3, 2020
Ecommerce Selling Strategies from Brick and Mortar Stores

Ecommerce Selling Strategies from Brick and Mortar Stores

Ecommerce has revolutionized how we shop. Expectations are higher, competition is more
fierce, and transactions happen in the blink of an eye. You can call it nostalgia, but there are some really great
lessons to be learned from brick-and-mortar elders. You know how you walk into a store, and the
first thing you see is the front door? But what’s on the front door? The payment types that the store accepts. Maybe it seems a little archaic, but think
about it. How many different payments types or accounts
are out there right now? Tons. It would be unfortunate to get all the way
to checkout at a store to find out you couldn’t pay. [Cashier] Alright, so, that’ll be $56, please. Oh, I’m sorry, we don’t accept cash or sacks
of gold, we only accept credit card. [Therese] Instead, show, somewhere on the
site or app – whether that’s the footer, within the menu, or maybe the right rail, what payment
types you accept. People also love deals, so point ’em out! Brick and mortar stores often dedicate a “clearance”
rack. So, call out clearance sections. That said, do make sure that an item can still
be found in the category it would normally be in, like pants. That’s one thing ecommerce has over brick
and mortar stores. No one likes to be interrupted while they’re
shopping, so don’t ask people to sign up for your newsletter or mailing list in a pop-up
while they’re browsing. [Sales rep] Hey! Welcome! I see you like our products! Would you like to sign up for our mailing
list — our newsletter? We’ll give you all the best daily deals,
every single day… Wait! Where are you going? [Therese] Next, be upfront with prices. No one likes an unpleasant surprise. [Cashier] Alright, so that will be $37.50,
would you like to checkout? [Customer] Sure! [Cashier] Well, in that case, it’ll be $50.37. [Customer] Uh… why is that? [Cashier] Well, we’re factoring in the processing
fee and the transaction fee… [Customer] Okay… [Cashier] Oh! And also, there’s an administrative fee because
Bill is processing the transaction. [Customer] Why do you need to pay Bill exactly? Bill’s right there… [Cashier] Yeah, well, who do you think pays
Bill? [Therese] Instead, if the fee will never change
depending on the customer’s location, then be upfront and include that fee with the initially
quoted price. If a fee may change based on location, only
show the price after the user has entered their location … and also make it clear why the
location is needed. Finally, help: make it easy to find. That doesn’t mean bombarding the user with
information and asking them if they need help every single time they arrive on a new page,
or even spend a little bit more time on a single page. But it does mean making help visible but unimposing. [Sales rep] Hey, welcome! Let me know if I can help you find anything. I’ll be around if you have any questions. [Customer] Thank you! [Therese] You can use something like a non-modal
chat icon in the lower right corner that persists in order to achieve that effect. Shopping may take place in the digital realm
more often these days, but that doesn’t mean we can’t add
a human touch. When it comes to building future relationships with
our customers, it helps to start by looking at the past.

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