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Six Top Methods To Compete Online


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Štai tokį įdomų laišką gavau, pamaniau gal įdomu bus paskaityt ir kitiems. Galima būtų padaryt išvadą, kad online verslininkai geriau gyvena ir "krizės" metu.

 

Recently the retail site Shop.org worked with Forrester Research to discover how online retailers are doing in 2009, compared with their performance in 2008. In general, the results are promising.

 

  • Forty two percent (42%) of online retailers increased their online visitor to order conversion rates during the first half of this year compared to the same period last year, leading to an average conversion rate of 3.4 percent.
  • There has been an average overall growth rate of eighteen percent (18%) in 2008 web sales over 2007.
  • Fifty percent (50%) of online retailers surveyed during the first half of 2009 said they expect sales to be better than initially expected during the next 12 months.
  • Eighty seven percent (87%) of online retailers said their e-commerce operations were profitable last year.

Given that it is been a tough year for almost everyone, how are these retailers managing to fare a bit better than they (and everyone) expected? Here is what online retailers have to say about the strategies they have employed.

 

Preserving profit margin

 

Ninety one percent (91%) of online retailers said that they focused on preserving their profit margins. So, rather than blow out sales, less than half lowered prices or offered other enticements such as daily deals. Only eighteen percent offered values such as free shipping. Clearly, online retailers hunkered down and held firm on the value of their products, turning instead to other tactics.

 

Increased promotions

 

Eighty eight percent (88%) of online retailers said that they increased promotions. Given that less than half reduced prices, the promotions focused on value and possibly other kinds of promotions such as discounts for multiple purchases. In fact, eighty four percent said they increased their value messaging.

 

Profitable transactions

 

Eighty six percent (86%) of online retailers narrowed their focus to concentrate on those customers who purchased the most and those products that returned the greatest profit. This strategy allowed retailers to hold on to profits as they lost less profitable business but retained business with a better return.

 

Preserve and build market share

 

Eighty one percent (81%) of online retailers said they worked at building market share. This always useful approach means getting to know your competitors well and distinguishing yourself from them by demonstrating your value proposition more effectively than they do. Retailers most likely took a hard look at their advertising, analyzed keywords closely and used the information to improve their traffic attraction.

 

Increased shipping promotions

 

Sixty one percent (61%) of online retailers said they used shipping promotions to entice buyers to purchase on their site. Notice that these promotions generally did not include completely free shipping. Instead retailers are using promotions such as one shipping price for all items purchased.

 

Increased cross channel promotions

 

Sixty one percent (61%) of online retailers used cross channel promotions to improve sales. Cross channel selling encompasses using a variety of channels, e.g., online, in store, by phone, to sell to the customer.

 

How many of these techniques have you been using in 2009? If you have not been sure about the value of these tactics, the results are in online retailers who follow these paths are doing better than expected this year.

Redagavo Daruz
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