It´s not like remote shoppers are new or anything. Heck no. Just think about the Sears & Roebuck catalog. Indeed, says Jim Novo, the customer marketing expert who honed his skills as vice president of marketing and programming for the Home Shopping Network, the rural customer was the original remote shopper, thanks to the Sears catalog.
Nowadays, though, online shopping has become so easy, Novo says, "that many people are ordering online even if they could get in the car and go downtown and buy something." It is, he says, the concept of that time-starved American who likes having a product arrive at his or her house.
So, yes, of course, there are plenty of online shoppers today. But that doesn´t mean they´ll stop or shop at your online store just because you open one.
One way to attract online shoppers, Novo says, is "if you have a specialized niche of some kind. That´s the kind of thing that works on the Web. I personally know of stores in the health and nature and well-being and mysticism category that are very successful online.”
Even better, Novo says, is selling something that you make yourself, like, for example, soap. Or candy that you make yourself. Products, he says, "that people can´t go downtown and buy."
The uniqueness factor is the secret "that helps push people over the edge," Novo says. "In other words, the more unique your products are, the further someone would have to drive to get something like it."
That´ll get "em to your checkout even when they had no idea they "needed" whatever it is you are selling.
Look for more wisdom from Jim Novo in the next exciting episode of Retail Strategies.