A comprehensive multi channel strategy is essential to selling big-ticket items online. With the multiple touch points that occur in a big-ticket purchase experience, multi channel integration is the most important area of alignment.
To be successful online, retailers MUST integrate their e-commerce store with their physical store network as part of a multi channel strategy that harnesses the resources and strengths of your existing infrastructure.
A true multi channel strategy will integrate the local marketing and promotional programs in place in your stores. Launch your e-commerce operation as a synchronized, multi channel selling effort, ideally with the head of e-commerce having a seat at the management table. This structure allows e-commerce to become what it should be in big-ticket categories – a force multiplier for chain-wide initiatives – and optimizes online results.
Integrate existing people and their retail expertise wherever possible. Use the same information and procedures as the rest of the chain, simplifying coordination. Once you’ve identified existing assets, then (and only then) evaluate and augment these assets, adding resources only as needed to fill e-commerce-specific gaps. Multichannel communication is the key to success here, and ideally your ecommerce website software should support these efforts.
Finally, align your e-commerce site with your promotional calendars and display online and in-store events, promotions, sales, coupons and finance offers – right down to each individual store.
To be successful online, retailers MUST integrate their e-commerce store with their physical store network as part of a multi channel strategy that harnesses the resources and strengths of your existing infrastructure.
A true multi channel strategy will integrate the local marketing and promotional programs in place in your stores. Launch your e-commerce operation as a synchronized, multi channel selling effort, ideally with the head of e-commerce having a seat at the management table. This structure allows e-commerce to become what it should be in big-ticket categories – a force multiplier for chain-wide initiatives – and optimizes online results.
Integrate existing people and their retail expertise wherever possible. Use the same information and procedures as the rest of the chain, simplifying coordination. Once you’ve identified existing assets, then (and only then) evaluate and augment these assets, adding resources only as needed to fill e-commerce-specific gaps. Multichannel communication is the key to success here, and ideally your ecommerce website software should support these efforts.
Finally, align your e-commerce site with your promotional calendars and display online and in-store events, promotions, sales, coupons and finance offers – right down to each individual store.
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