Essential Elements of Digital Marketing for Retail Websites
Retail websites play a crucial role in digital marketing, catering to different types of online shopping visits. Effective e-commerce sites must include facilities such as in-site search, cross-selling, and easy checkout processes. Multi-channel retailing and third-party shopping sites also offer unique opportunities for online retailers to reach more customers.
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The Absolute Essentials of Digital Marketing The Absolute Essentials of Digital Marketing CHAPTER 4 CHAPTER 4 THE RETAIL WEBSITE
THE RETAIL WEBSITE THE RETAIL WEBSITE The e-commerce developer must never forget that the site is a retail outlet buying process. and part of customers Four customer might make and the site must cater for: types of online shopping visits that the 1. Direct-purchase visits 2. Search and deliberation visits 3. Knowledge-building visits 4. Hedonic-browsing visits Moe and Fader (2001)
Elements of the effective e Elements of the effective e- -commerce site commerce site Facilities found on effective e-commerce sites that do not appear on other include: types of website might 1. In-site search facility 2. Cross- and up selling 3. Calls to action 4. Contact options 5. A product comparison facility
The checkout process The checkout process Any checkout facility considerations: It must be hosted on a secure server It must be easy to use It is constantly available and easy to change at any time The basket s running total should be clearly shown on every page of the site Shipping costs should be included in the basket s total Options for delivery should be offered Multiple methods of payment are available Baskets with products in can be saved for a return visit
MULTI MULTI- -CHANNEL RETAILING CHANNEL RETAILING Shoppers now use the Internet to research products and suppliers, and then purchasing off- or online product delivered or collecting store the latter known as click-and-collect. have as the choice having from of the well as it a local For some buyers this is shopping, and any retailer who is not participating being considered by some customers to be a proper retailer. takes the chance of not
THIRD THIRD- -PARTY SHOPPING SITES PARTY SHOPPING SITES The e-commerce seller can sell goods or services on a site they own and operate themselves or one owned and operated by a third party. For payment for all goods purchased on the site. a fee, e-marketplaces list and facilitate More commonly used for the sale of services rather than physical products, provide a search facility model, elicits fees from that are listed on the comparison pages produced as a result of a potential site. price which, the comparison as sellers sites a business products of customer s search on the
FULFILMENT FULFILMENT - - Delivery Delivery A less than glamorous aspect of digital marketing, making sure that the customer receives the product they have ordered is just as important as any other aspect of online sales. Crucial to the issue is the so-called last mile to the customer s delivery address home. normally, their
FULFILMENT FULFILMENT - - Returns Returns Also known as reverse logistics, the online seller must give consideration whatever reason want to return the goods. to customers who for Those faulty or the wrong size, for example but other more nefarious motives exist. reasons can be genuine the goods being The goods for resale are substantial. logistical costs of receiving and preparing
