The Internet is not a fad and when retailers embrace it for being the unique channel it is, the rewards (aka $) are undeniable. For those who really understand consumer needs, the rewards are even greater!

In an article posted by Retail TouchPoints, I came across 5 key ways to keep up with the competition this holiday season (think of these as e-commerce tips really). They actually apply throughout the year so I’m glad you’ve taken a moment to procrastinate on that important report you’re supposed to be writing. 

Before I share these 5 tips, let’s dig a little deeper into the mindset of our beloved online shoppers. 

I want to dig because one dominant theme in these 5 tips relates to the need for “retailers to realize the differences between brick-and-mortar and online retailing: it’s not enough to transfer the same promotions, signage and communications from the b-and-m store to the web site. A completely difference channel, the web site needs to be treated as such.”

This is all true, but don’t some basic consumer needs apply in both b-and-m and online environments? You better believe it…

Take the traditional b-and-m store: we walk in anticipating acknowledgement from a sales associate. If we’re a “regular” repeat customer, we expect an expecially warm welcome that includes a little bit of the “I know what you like type of chatter…you have to see our new line of winter suits!”  No acknowledgement = no likey and we leave. And we leave. Or imagine those first time visit to a store. The approach here would be different - probably more all encompassing to help qualify my specific shopping intentions - i.e. am I browsing vs. looking for something specific.

Or take the times you’re “just looking” but reach a point where with a little eye contact, the sales associate clues in and offers some help. Phew. No help = no likey and we leave.

I would argue these basic b-and-m consumer needs are also very much required online. And it’s web personalization that can bring the exceptional customer experince online.

You would think this might be one of the 5 tips I’m about to reference, but surprise - it’s not! So allow me to take the liberty of updating point 2 of this article. It currently reads what you see below and the point that really gets me is the part that says “REI is equipped to make daily changes to the site, as necessary, if they determine a certain page or area of the site is not converting to sales or meeting customers’ needs.” 

The part that blows me is DAILY CHANGES! With today’s technology, specifically web personalization, these changes should happen in REAL-TIME. Hello!!!!!

And all that jazz I mentioned about consumer expectations in b-and-m stores…whether we’re a repeat, loyal shopper vs. a first time shopper, well those same expectations can me met online with a little web personalization to the rescue!

Point 2 is below but all 5 of the key ways you can stay ahead of the competition online, go to: http://www.retailtouchpoints.com/beta/location2A1.htm

And don’t forget to finish that report you’re supposed to be working on!

–>Use customer activity data to make site changes often, even daily during the busiest seasons. REI has taken this concept to heart and practices it as the basic component of its go-forward strategy. “Particularly from a multi-channel standpoint I find it essential to use the information that is fresh in our minds to prepare for next year,” notes Ben Viscon, online merchandising manager, REI. “We constantly take the pulse of what customers are buying, where they are clicking on the site, which articles they are reading and, in general, which pages are converting them into purchasers.” This strategy works across channels, as the company tracks registered members to find out if they are purchasing online, if they are just researching online and purchasing in the store, or if their online research does not translate to a purchase. REI is equipped to make daily changes to the site, as necessary, if they determine a certain page or area of the site is not converting to sales or meeting customers’ needs. Using search analytics, REI can determine if customers are searching for keywords such as “stocking stuffers” and respond by putting up a “stocking stuffers” page.

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