In the strive for sales, here are a few ideas practised by the major operators who work out their online transactional strategy based on their knowledge of our behaviours.
1. Effective delivery with ‘click and collect’ allowing customers to pick up purchases at local stores or the Post Office. Makes it easy for the customer.
2. Behavioral-triggered email campaigns – follow up reminder emails dependent on products left in your basket.
3. Behavioural based marketing – understanding what your customer is up to, market based on data rather than assumptions.
If you want a great example, take some time to look at the John Lewis site – and don’t forget their omni channel strapline, ‘In-store, Online, Mobile’.
These proven and workable online techniques are no different from offline sales techniques. It is just that the website gathers the data rather than the human having to remember to note it. So here is lesson that we can all learn about gaining more sales at less cost.