Article Number : 6002 |
|
Article Detail |
|
 | |
| Date | 10/7/2010 9:43:18 AM |
| Written By | LGM & Associates Technical Flooring Services |
| View this article at: | //floorbiz.com/BizResources/NPViewArticle.asp?ArticleID=6002 |
| Abstract | By Emily Hooper To some ears, traffic is a dirty word and conjures anxiety, stress and the occasional bout of road rage. For retailers, it is the magic word, essential for a profitable business. For them, something like the 12-day traffic jam outside Beijing last month would have been a... |
| Article | By Emily Hooper To some ears, traffic is a dirty word and conjures anxiety, stress and the occasional bout of road rage. For retailers, it is the magic word, essential for a profitable business. For them, something like the 12-day traffic jam outside Beijing last month would have been a dream-come-true, with dollar signs behind the wheel of each car in a seemingly endless stream of revenue. However, not every person is in the market for floor covering, just like everyone who walks by your store may not be ready to buy the day they appear. The challenge is attracting the stream of traffic that would conceivably purchase from your store. In other words, how do you attract the buyer who is in the market for floor covering? Manufacturers and organizations are going to great lengths to guide her to your store, making sure she is confident and prepared to make a purchase, and it often begins on the Internet. She begins by educating herself on the Web; learning about various product attributes, seeking out the big-name brands, checking product reviews from her friends and family, comparing products and prices, looking for credit and financing options. Only after all this research, which typically took place in the store not so long ago, she finally enters the brick and mortar store. Marketing experts note 70% to 80% of the buying market is researching online and if your store doesn’t have a strong presence on all the Web channels, you are alienating all these shoppers from your store. In a time when Americans are saving at a greater rate than in the past, she expects you to help her. With this, manufacturers are implementing a number of fall sales and promotions to help retailers finish the year on a high note. Promising her savings on her purchase has proven to be an effective method of getting her into the store. Validating what is online is also important. Credibility and transparency are critical, whether your website has your supplier’s logo, links to blogs and information, reviews from product users or recommendations from trusted celebrities. She is checking your social media presence for local reviews on your store’s customer service, reliability and deliverance on your guarantees. She is checking for the word of professionals, such as celebrity TV designers, that the products you tout are really worth the hype and the price. A handful of companies shared with FCNews how they are helping retailers grow profits for the last quarter of the year. |