Online and offline shopping is merging as more “omnishoppers” appear in the marketplace. These consumers browse online and shop offline, and vice versa.
It’s now not enough just to have an online presence, but a catalogue of products is also expected so shoppers can browse on their own time.
About the Omnishopper
Omnishoppers will often browse in store while on their phone, so as to compare prices, read online reviews, scan barcodes, take photos of products, and discuss them with family or friends before purchasing. They are the ultimate researchers.
So your shop is now live! Now what? We’ve put together this handy guide for ecommerce stores to help you on your way to a successful and profitable online business.
The most successful online shops are those that combine both online and offline marketing to draw people to their site. Bricks and mortar stores can rely on a bit of foot traffic, but the internet doesn’t offer that luxury. Over time you may generate traffic from search engines such as Google (read on for how to help this along) but to get started you will be relying on more direct methods, such as past customers, word of mouth, social networking and traditional advertising. Here are a bunch of ideas to kick-start your marketing and develop a long-term plan that works.
Why do competing businesses the world over cluster together in the same place? Go to New York’s Fifth Avenue and you’ll find Saks, Abercrombie & Fitch and Gucci all vying for your attention. Head down to the waterfront in Auckland and you’ll find a line-up of restaurants complete with an eager maître d’ trying to entice you in.
Less glamorous but equally relevant, if you are looking to tile your bathroom in Wellington, you’ll head down to the ‘tile mile’ at the bottom of Ngaio Gorge where you’ll find a whole swag of tiling businesses parked right next to each other.
The reason for this is that when competing or complementary businesses band together in a cluster, whether that be Fifth Avenue, the Auckland Waterfront or even the tongue-in-cheek ‘tile mile’, everyone benefits from increased sales. The best of these clusters become brands in their own right. (more…)
There is an increasing need for pharmacies to build an online presence, with a particular focus on ensuring a superior mobile experience, says Shane Bartle, CEO of ecommerce company Storbie.
If pharmacies do not have an adequate online presence, they could be missing out on sales through their physical store.
“People think an online store is just another channel to make money. Don’t think of it that way – think of it as much more integrated to the buying habits of your customers.”
A survey found 69% of smartphone owners would use their device for shopping while on holiday, including 62% using their phone to find store locations and 50% getting product information, he says.
Bartle was a speaker at the 2015 Pharmacy Business Network (PBN) and will be speaking at PBN again in 2017, drawing on his expertise and knowledge in the field of ecommerce and multi-channel retail to inform pharmacy owners and managers as to the importance of having an online presence.
His insights are informed by what is happening in the consumer health market, looking at how it is changing and how pharmacies can adapt in order to attract and retain the modern consumer. (more…)