Can a convenience store still thrive today without selling online?
The answer seems obvious, especially after the Covid-19 pandemic, which has demonstrated the urgency for any local company to adopt the right digital reflexes to ensure its sustainability… However, many small and micro-entrepreneurs in France still hesitate; only 27% of managers have an e-commerce solution – France Numérique 2021 barometer. There are many free or paid solutions to quickly digitize online sales processes. But here are five tips to keep in mind to support the creation of an online store and make online marketing a winning asset for any business that wants to “have an internet gable”…
1. Set clear, precise and progressive goals
In the world of e-commerce, what goals should be defined and how to achieve them? Dreaming of a long-term online business is useful, but first you need to have a diagnosis of your commercial activity and then define clear objectives spread over time: reduce your acquisition cost, increase your average basket, reduce the number of abandonments, improve the conversion rate, etc… Clearly establishing precise and progressive goals will optimize the chances of success. And differentiating the daily goals from the bigger ones will also be a great way to achieve all your main goals. If the goals are realistic, the motivation will follow.
2. Propose a targeted online offer
An online business must position a strategic offering in relation to the market. It is smarter to choose a very specific product or a niche product rather than adopting a very broad positioning. The reason ? It’s easier to position yourself as an expert in a specific field than it is to try to stand out with a full range; competition is always stronger for a wide range of products. Positioning yourself with a niche product also gives you the advantage of being able to experiment with digital strategies, map and analyze the digital customer journey. Based on this analysis, a supply chain can be assembled in an agile way and according to the customer’s experience.
3. Use diversified and adapted marketing tools
Diversifying marketing tools over time is a necessity, but not necessarily for an advertising campaign or a 360° marketing strategy. Specifically, it is recommended the continuous adaptation of the marketing strategy and the tools dedicated to the targeted commercial targets. For example, registering on Google Maps or Yelp is as important a step for a physical store as it is for a digital one. Meets the same requirements as the “classical” natural reference. Technical optimization, quality editorial content, notoriety, etc. To measure the urgency of referencing a store, do the following test: when you search for the company’s name in search engines, on which page is it mentioned? Social networks should also be taken into account. The channel must be chosen according to the product. Beauty and wellness products have their place on image-rich social media (Instagram, Facebook, etc.), corporate news is best suited for professional portals (Linkedin, Twitter, etc.).
4. Take tracking into account
Not taking site performance into account is a big mistake that can easily be avoided. To measure them, you need a statistics tool to analyze traffic. There are SEO tools that require little technical knowledge. With one click, very detailed reports on a website’s content marketing and traffic strategy are offered, with descriptions of traffic and geographic location of visitors, time spent in store, frequently viewed products or number of abandoned purchases… elements are essential to intervene in a targeted way.
5. Listen and review customer reviews
Customer ratings and comments are gold. And you need to know how to consider them and put them into practice. At physical points of sale, customers give their opinion during the visit. But on the Internet, they are less obvious to obtain, but just as essential. Customers often post their opinion on the online store or share their experience of the product on their own social media. Quickly equipping a solution that collects, analyzes or distributes customer reviews can contribute to e-commerce influence.