Big-Ticket E-Commerce Marketing StrategyBlueport.com

I read an interesting article this week in Floor Covering Weekly: “Tile Industry Battles Internet Pricing.” While the article is specific to the flooring industry, it discusses an issue that big-ticket retailers, like the ones we work with, face. With big-ticket items for the home (i.e. carpet, flooring, furniture, etc.), consumers like to visit the retail location to “touch and feel” the product before they make their purchase. But then, the consumer might go home and search for the item online and ends up buying from the e-commerce site with the lowest price.

As a multichannel retailer, what can you do to keep the sale rather than lose it to the lowest bidder? Be sure when consumers leave the store, they will get a consistent experience that focuses on their needs.

Here are 5 things you can do online to help keep the sale you start:

1. Offer free samples that can be ordered online and shipped directly to the shopper’s home.
2. Offer free in-home measurement.  Bring samples right to the customer’s door and give a free estimate, including installation.
3. Include coupons on your e-commerce site.  You can test a variety of different offers, including incentives for new customers.
4. Make guarantees on your installations so new customers feel comfortable doing business with you.
5. When customers do take action, use trigger/automated emails to bring people back to your site and offer additional purchase incentives.

You can’t stop consumers from looking for the best deal online, nor do you necessarily want to. It is up to you to offer the best complete deal, including superior customer service and other incentives that a large discount e-commerce site may not be equipped to provide. As the article mentions, sites that offer discounted prices strip away much of the added value consumers need when shopping for big ticket retail products - no hassle returns, product education and design assistance are just a few.

What advice would you give retailers for “keeping the sale”?  We’d love to see your comments below.

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