E-commerce: Use Your Web Site to Improve the Customer Experience Across Channels

Your Web site plays a crucial role in tying together all of your marketing channels. In fact, consumers cite company Web sites and third-party retail sites as being the most influential factor in seven out of 10 product categories as a source of further learning in their decision-making processes leading to purchase, according to a recent survey by DoubleClick.

What are some ways you can leverage your Web site to increase conversions both online and off? Chris Shimojima, vice president of customer marketing at Sears Direct, shared some of his strategies on integrating the Web with your other channels in his session “Creating a Best-in-Class Online Shopping Experience for Your Customers: Excellent Customer Care Means Better Sales” at eTail 2005, held last month in Philadelphia.

¥ Create digital versions of solo mailers, inserts or space ads; then put them on your Web site and e-mail them to customers. “Eighty percent of Sears’ customers aren’t reading the newspaper, but want to be informed of our sales anyway,” said Shimojima. “Be sure to create a PDF of any circulars or insert media, and e-mail your customers with regular updates when these become available.”

¥ Mirror offers from the store or catalog on the Web. Shimojima noted price and offer parity will allow all channels to work as a unified brand and avoid the likelihood of channel conflict.

¥ Have a complete and robust product description online. “Sixty percent to 70 percent of consumers are doing research online and taking their time,” said Shimojima. Customers who come into a store or call your contact center want a sales interaction, but they also want to be informed before they take that step, he noted. As a bonus, he pointed out that this tactic also should result in fewer information-related calls to your contact center.

¥ For complex items listed in your catalog, place a note telling your customers more information can be found on the Web. “The catalog is your storefront, and real estate is expensive,” said Shimojima. Don’t waste space on excessive text in your catalogs, but do include full details and product specifications on the Web. Also be sure to list your Web site on every page of the catalog, he noted.

¥ If you have a brick-and-mortar store, consider allowing customers to buy online and pick up in the store. Shimojima revealed that 40 percent of Sears Direct’s sales are a result of this option, and can be as high as 80 percent in some product categories. This option couples the instant gratification of buying online with zero shipping cost for the customer, said Shimojima. Don’t forget to include an e-mail confirmation before the item is ready for pickup in the store, he added.

¥ Include a store locator at the top of every Web page. People often prefer to shop in-store if they have the option, so make it easier for them to find a location close to home, said Shimojima.