What is in store for 2011?
I don’t need to tell any retailer that the 2010 was a tough year. Two key trends indicate, however that 2011 will be better. One, the economic indicators for 2011 are more promising. Two, consumers are increasingly comfortable buying online and there are a number of easy and inexpensive technology solutions for small businesses available now. According to a report by Coremetrics, online sales were up 12% in December 2010 from December 2009, with the average order value up from $171.06 to $190.42. From product research, to pricing, to actual purchasing, consumers are increasingly using technology because they view it as a safe, efficient and useful tool for making purchases. Small retailers can capitalize on these two trends by deploying online tools that will help them to better engage and retain customers, wherever they are, whenever they want to connect. By creating an “always-on” channel for the entire buying cycle, small retailers can be more competitive with larger companies.
Browser vs. mobile apps
Unless you have been living under a rock, you have been hearing about apps and in particular, mobile apps. I am often asked about the merits of mobile versus browser apps and at this point the evolution of e-commerce technologies, I recommend browser-based apps for retail. Why? One, they are easier to build and deploy. For instance, a separate mobile app needs to be created for each mobile platform, like Android and iPhone. Most small businesses don’t have the resources for that. Browser-based apps, however, can be created with a single set of APIs and then simultaneously be distributed across browser technologies such as Chrome, IE, Firefox and Safari.
The argument for a browser-based app is a strong one. Imagine the ability to take any website functionality and condense it into a single app that sits in the chrome of any browser. Retailers no longer have to wait for consumers to come to their website, or even their store! A browser app is highly versatile and very customizable. A word to the wise: PLAN. Each app should be thought out before it is created. What elements of your site work best? What are you trying to accomplish? Are you trying to close a sale? Create a dialogue? What new content will keep them coming back? Once clearly defined, it is time to create the app. A few tips: include a strong call to action, offer produce reviews from other shoppers, include detailed product specifications, and make the e-commerce transaction simple. Also – very important – provide Facebook and Twitter connect functionality so that users can share what they have found and bought.
Once you have defined, and designed your browser based-app you should consider how to promote. For instance, you should put the app on the home page of your website. It might seem obvious but too often businesses make the mistake of burying their app within the website. You want to think like a first time visitor and get that app front and center. You can also spread the word via other marketing channels, such as email marketing campaigns and social media networks.
