Google Industry Director for Retail Todd Pollak, at the Shop.org conference, offered some pointers for retailers seeking to bridge the gulf between bricks and clicks. He suggested retailers commit to turning their company into a single profit center instead of a number of competing fiefdoms because customers don't care about divisions, they just see one single company. Google testing found that closer integration of website and store results in more store visits and sales.
He also contended that retailers need continuous testing of their sites to smooth customer use, even to the extent of studying how customers purchase different items. He asserted the 'one size fits all' interface does not work as well as customized approaches among different products because customers do not buy apparel the same way they buy small appliances or toys or any other product. Finally, Pollak recommended compiling stats on a per customer instead of per channel basis to better cater to customer habits.
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