Whether you distribute your catalog in print, email, online or some combination of all three, you can drive sales by identifying your true top sellers and placing them where they can grab the attention of both your customers and prospects.
How do you identify your top sellers?
Most of us have a box full of tools upon which we rely to track sales and most of them boil down to tracking purchases by item. Susan J. McIntyre, “Catalog Doctor” at Retail Online Integration, suggests taking a different approach that has caught our attention: create depiction-level sales reports. For example, implementing this approach here at Working Person’s Store, we would track the sales of a depiction in our print catalog, online or in an email that might include an ensemble of a Carhartt jacket, Timberland work boots and a pair of Wrangler jeans. McIntire reports that tracking sales of all items included in a single depiction can result in sales numbers quite different from those created by traditional tracking methods that focus on single items. Continue reading Get a Fresh Perspective on Sales
In real estate, the key to success is location, location, location. As it turns out, a web page address – it’s URL – is also an important key to success. While working to create great titles, copy and internal linking structure on your website, don’t forget to pay attention to your page URLs – all of them.
As the first-generation of online businesses matures, most of us know at least the basics of search engine optimization (SEO) and the importance of using keywords in titles, headings and page copy. And online businesses put a lot of thought, money and effort into creating a memorable, easy-to-find domain name so that potential and returning customers can easily find them.
But did you know that every one of your website URLs can provide important attention-getting opportunities, and that poorly-structured URLs can actually drive potential site visitors away? Optimizing URLs can be a hassle, but the payoffs are greater visibility and better click-through rates. Continue reading Five Ways to Unleash the Power of URLs
Here at Working Person’s Store, we are always looking for effective ways to reward our team and provide meaningful incentives. Why? Because while pay is important to all of us, most of us also want to recognized as individuals – to know that our contributions and achievements, large and small, are appreciated by both the organization and its individual members. While a pay raise tells an employee that she or he is valuable to the organization, an incentive personally acknowledges individual achievements and demonstrates the organization’s commitment to each person that makes up the whole.
While job-related incentives have long been tied to workplace performance issues such as production, safety, and customer service, employers today recognize the tremendous benefits of providing employee incentives tied to personal health and wellness. Continue reading Take a Personal Approach to Wellness Incentives with Gift Cards
A Fair Solution for all Business Models
The time has come for uniform national legislation on the collection of taxes for online purchases, and we at Working Person’s Store support quick passage of the Marketplace Fairness Act (MFA).
As a major online retailer specializing in clothing, footwear and gear for working people around the world with online customers on five continents and in-store customers in a Midwestern brick-and-mortar storefront, Working Person’s Store understands first-hand the arguments for and against e-commerce taxation and tax collection.
While the explosion of internet retail sales over the last decade has brought this issue to the forefront, whether to collect taxes on interstate retail sales has its roots in pre-Internet catalog sales and has been discussed and argued for at least the last 45 years. In 1967, the U.S. Supreme Court discussed the burdens that the multiplicity of rules, regulations, rates, and recordkeeping across state lines would place on retailers. Then in 1992, with the explosion of online retailing, the U.S. Supreme Court addressed online retail sales tax collection head on and determined that the collection of sales tax was only required in states where an online business also had a physical presence. Continue reading Sales Tax For Online Retail Purchases
Rumors – little snippets of unconfirmed information, usually of unclear origin, and usually spread by e-mail or word of mouth. We’ve all heard rumors and may have either inadvertently or purposely helped to spread them. Rumors are born out of and thrive on uncertainty, insecurity, and dissatisfaction. Left unchecked in an organization, the spread of rumors can be destructive to morale, productivity, and ultimately, to the overall health of the enterprise. Effectively circumventing the spread of rumors can mean the difference between an organization’s survival and failure in a crisis.
Here are some key practices we employ at Working Person’s Store to minimize the destructive effects of rumor-mongering. Continue reading Five Ways to Halt the Spread of Rumors
The Six Reasons No One is Sharing Your Blog Posts, and How to Fix That
As the business of e-commerce continues to evolve, many businesses have found blogging about their products and services to be highly beneficial. Blogs can be used in a number of different ways, from announcing sales and promotions, to alerting customers on the newest products, to how-to manuals on how to use the products, to entertaining posts that improve the business’ image, to ultimately driving customers to the sales page where they can buy products from the business.
Of course, a business’ blog will accomplish none of these things if nobody is reading it. There are countless blogs on the Internet that suffer this fate, for many reasons that I’ll get to in a moment. That said, the best way to spike the number of readers on your blog is to make it sharable. If what you wrote is interesting and impacts them, readers will want to share it with their friends by posting it on their Facebook page, Twitter or Google+ feed, or their own blog. Continue reading Blog Post Sharing
For many companies, creating an email list is a continual priority. Some entice customers to add their email with regular contests, giveaways, and coupons.
While creating this growth is essential to grow your marketing efforts, it can be a challenge for companies. With so many email coming at customers every day, people are become leery of adding theirs to a new list. Now, businesses must work to convince their customers that adding their company’s emails are worth it.
At WorkingPerson.com, email is a great way for customers to receive the latest promotions and product additions. The site already makes it easy to access Specials, such as sale and clearance items. By signing up for their emails, customers are alerted to coupons and other deals.
Email is an extremely effective way of branding. As Shawn Myers, a product marketing manager for Responsys, stated, “Even as new things like social and mobile become important, email list growth is fundamental. You have to make it enticing and easy for people to sign up.” Continue reading Brand Giveaways Ignite Email List Growth
Mobile Surge for Shopping
Sending a text to a retail customer via cell phone isn’t a good enough way to connect anymore. Now, retail companies need to optimize mobile channels in such a way that customers can buy products, track pricing and comparison shop anytime and anyplace to remain current. This means businesses should have mobile versions of their websites in addition to custom mobile apps.
A February 2012 Consumer Electronics Association M-Commerce Forecast showed that 90% of consumers own a tablet, smartphone, or cell phone. Of that percentage, 37% participate in some form of mobile retail. Consumers spent an average of $642 on mobile purchases in the last 12 months, bringing the overall total to an astounding $124 billion. While the internet generated e-commerce, the iPhone and Android devices have spawned m-commerce.
Staples has greatly benefitted from m-commerce and now boasts mobile technology that allows consumers access to a virtual shopping cart in real-time, a GPS store locator, store inventory look-up and improved on-site searching. With an app and this mobile site, Staples is able to both research successful ways to interact with consumers via mobile devices and provide shoppers with easy ways to buy and compare. Continue reading Mobile Surge for Shopping
Coupon Code Convenience
Everyone loves the rush a good deal provides. There are even TV shows dedicated to those obsessed with clipping coupons and buying only sale or clearance items. Retail businesses are increasingly using this avenue of marketing to attract and build customer loyalty as well as to enhance the shopping experience. But what if a customer realizes someone else benefitted from a discount they didnít get?
Many retail websites feature a fill-in box at checkout that asks the customer, “Do you have a promo code or coupon?” While some may have a discount code, others are distracted by not having one. Now companies are adding phrases like “How do I get one?” or “Find one now.” Buyers feel the retail business is helping them get a better deal by linking to discounts. If a customer in search of a discount on the Macy’s website and they click “Find one now,” they are taken to a page that shows all current promotions, codes, and expiration dates. The convenience and option of not digging through the Sunday paper keeps more customers loyal. Continue reading Coupon Code Convenience
Seven Rules for Keeping Your Retail Customers
As any business knows, once a customer visits your store or site, it’s imperative to keep them coming back. Here is a list of seven rules every retail company should follow to maintain customer loyalty.
1. Know your customer. Companies know that consumer behavior is constantly changing; expectations from last year could be vastly different this year. With more shopping options available to consumers than ever before, it is essential that retailers constantly monitor customers and their behavior patterns. A customer’s needs should always be anticipated. It is critical to have just what the customer wants in the quantity they need within the timeframe they have to have it.
2. Do something. After watching customer behavior, it is necessary to act on what you learn. Based on what your retail business has learned, it should immediately implement actions that will, in turn, result in a return on investment. In other words, what is good for the customer should also be good for your retail business.
3. Price Matters. This rule involves accessing resources to ensure your retail business gives customers a better price than competitors. Continue reading Seven Rules for Keeping Your Retail Customers