So, you´ve collected a substantial number of e-mail addresses from your customers. Now you´re wondering how to get them into your store. Jason Sutherland, online managing editor for REI, revealed 10 ideas during shop.org´s workshop, “Best Practices in Online Marketing.” In reverse order, Sutherland suggested:
10. Make sure to let your customers know you have a store and, oh, also how great it is.
9. Mention your store every time you make an e-mail contact with your customers.
8. Before you remove customers from your e-mail list, cross check them against your in-store customer list. They may, indeed, be spending money with you.
7. Take a chance on your customers. You can track spending from e-mail, but you can’t track it as well when e-mail customers become in-store customers. Don’t panic about your inability to measure. Take the risk.
6. Make it easy for e-mail customers to locate your store. Use maps and excellent directions.
5. All politics are local, or so they say. Same might be true for retailing. Put local flavor into your e-mails by mentioning in-store events, for example, even if your e-mail goes out to a national audience. It will make your store seem more relevant.
4. Offer customers in-store pick up for orders.
3. Make sure that your online promise is evident in your store.
2. Give customers reasons to visit your store: repairs, gift registries and custom work, for example.
1. Be ready. Cross-channel retailing gets complicated. Make sure your organization is ready to deliver the best from all channels.
shop.org is a division of the National Retail Federation.