Ecommerce continues to be an increasingly important part of how organizations of all kinds do business, with the U.S. Census Bureau reporting $111.5 billion in online retail sales for the second quarter of 2017. These transactions accounted for just under 9 percent of total retail sales for the quarter. As businesses embrace the importance of making their products and services readily available online, they must have a realistic understanding of what's involved in opening a digital storefront.
Too many leaders have bought into ecommerce myths that limit sales and growth. By knowing the real challenges and opportunities that are out there, companies will optimize the chances of successfully meeting their goals in a crowded online marketplace.
1. Attracting customers is easy
"The website should be the centerpiece of a fully developed plan."
Many business owners think establishing an online presence and bringing in customers is a simple matter. After all, an attractive, well-organized online store provides a convenient way to purchase high-quality products. However, assembling an ecommerce website is only the beginning of making an online business work.
The site should be the centerpiece of a fully developed plan for connecting with customers. Companies achieve significant results when they draw on extensive business intelligence and consumer data to direct marketing efforts and discover opportunities. Finding an experienced technology partner helps organizations get online sales on the right track as efficiently as possible.
2. Automated marketing campaigns run themselves
Dispatching promotional messages via email is a fast and convenient way to get in touch with numerous potential customers. However, if leaders think their work is over after hitting send, they are missing out on major chances to maximize the campaign's impact. It's crucial to monitor results closely and maintain the agility to adjust mailing lists, email copy and calls-to-action as necessary.
3. Acquiring new customers is more important than keeping existing ones
Many companies make the mistake of striving to bring in new consumers online at the expense of retention. Leaders must find the right balance between spreading the word about what their businesses have to offer and investing in relationships. Focusing on responsive customer care through multiple channels can make a huge difference in keeping people coming back and encouraging them to share their positive experiences with others.
4. I can manage fulfillment myself
While subscription ecommerce businesses and other companies may be able to handle packaging and shipping a small number of orders, tracking inventory and logistics becomes a real challenge when the time comes to scale up. An advanced order management system streamlines the process, especially when it's directly linked to fulfillment services for warehousing and distribution. That's the kind of advanced solution SFG offers to empower every aspect of ecommerce operations, from marketing to fulfillment.
