“Consider logistics and how product will get to customers. There’s no longer a single path to purchase, there’s 12 different touch points.”
“Businesses get four times the spend if they cover the touch points of web, mobile and so on. It also allows you to create secondary brands.”
“You should have this bedded down and realise it’s a different ball game. You need to a give multi-faceted experience to the customer. Get outside help if you’re unsure.”
While your website should prove a fruitful source of sales, it’s the personal interaction and physical presence that will allow you to stand out from your competition.
If you are a service-based business, this means going out to see clients personally and drumming up a few extra sales or checking if there are any upcoming trade shows or meet-ups that can provide you with some decent leads.
For retailers, it means that you need to get your in-store experience to a suitable standard.
“One thing that will drive sales is getting your inventory levels right,” says Walker “Get the basics such as the correct product level right. Many businesses simply don’t link inventory to sales expectations.”
“At the end of the day you can create an efficient, smart way of selling online, but what you can create in-store is an experience. Keep it fresh, relevant and interesting.”
“Hollister opened in Bondi recently. If you go to shop at its store in Fifth Avenue in New York, it’s like a nightclub. It’s a great experience for consumers.”
“Apple is about enquiry, education and fun. Lorna Jane creates event such as yoga that help foster a sense of community. It doesn’t need to cost you much to find out what your community wants and deliver it to them.”
