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Chapter 3. Retailing Secrets: Tips from ... > Using Retail Tips to Increase E-tail...

Using Retail Tips to Increase E-tail Profits

How can you make the most of retailing expertise if you sell online? Become familiar with retailing techniques and learn how to apply them in your virtual store. The following tips can serve as a checklist:

  • Know the customer. Approximately two-thirds of consumers prefer to shop in traditional retail stores. The psychology of the shelf is more than usability. Test frequently.

  • Know your competition. Your competition is retail and every other selling motion.

  • Understand the categories. Retailers know you can't just put products on a shelf—you must learn about each category.

  • Borrow retail expertise. Incorporate more sophisticated techniques in your plan. Don't limit your plan to e-commerce.

  • Create the familiar. Customers want a site they can relate to, and they expect personalized service.

  • Merchandise the e-shelf. Line listings don't work.

  • Refresh the virtual shelf. Keep it fresh—“detail” the shelf often.

  • Promote your site. Remember, retailers advertise in many mediums to promote a store or chain. Don't limit yourself to your website or the Internet at large.

  • Measure your progress. Retailers evaluate their stores frequently—use the same rigor.


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