Tag Archives for " e-commerce "

3 ecommerce and online shopping at REI BNBranding

Ecommerce brands & on-line shopping — The best thing ever for MANkind.

BNBranding logoTen years ago I couldn’t imagine getting all my Christmas shopping done from the comfort of the man cave. For most guys, the idea of a world without malls was pure fantasy.

But today, it’s reality. Men really do have an alternative to the drudgery of shopping. Amazon and other ecommerce brands are the answer to our prayers.

For most men, shopping is just torture.  It triggers the reptilian brain in us that harkens back to caveman days when we’d hunt down the things we NEEDED to survive. Nothing more.

When men shop, we do it alone. We know what we want and we go out and get it… Essentials like tools, sporting goods and electronic gadgets. It’s a focused, goal-oriented, job to be done.

Not a hobby.

online shopping ecommerce BNBranding

shopping photo by Pexels

For women it’s a different story. Women go out in groups and gather things they might need someday, but probably not. Frivolous stuff like bed skirts and duvet covers. It’s part of their natural, nesting instincts. They can happily browse for hours without buying anything, because shopping fulfills a physical need for women.

Recent brain research is conclusive on this… An afternoon at the mall with friends produces oxytocin —  a chemical in the brain known as the cuddling hormone.

Googling “bargain jeans” on a smart phone just isn’t the same.

Ecommerce brands don’t offer the same psychological, sociological and even anthropological benefits that women get from traditional shopping trips. Let’s face it, most websites are more logical than they are intuitive. The whole on-line thing is more geared to the male brain than the female brain.

It’s the nature of the beast.

 

 

 

Nancy F. Koehn, a professor at Harvard Business School who studies retailing and consumer habits, said that online shopping is more a chore than an escape.

“It’s not like you think: ‘I’m a little depressed. I’ll go onto Amazon.com and get transported.”

Drunken impulse purchases don’t count.

Koehn said that while traditional retailers have made the in-person buying experience more pleasurable, most online stores — and even the biggest ecommerce brands — continue to give shoppers a blasé, transactional experience.  Well guess what… Men don’t care! They’re not looking for an “experience,” they’re looking for a trophy on the wall.

The last thing men need is a true shopping “experience.” That’s what we’ve been trying to avoid all these years. To us, a “shopping experience” is sitting outside the outlet mall waiting for the women to return after an hour and a half in the Dress Barn.

Choose one main thing BNBrandingIn better retail environments, lighting, store layout, background music, graphics and good customer service all work together to make shopping a pleasant, sensory experience that appeals to the emotional center of a women’s brain. It’s a real art.

Unfortunately, most on-line stores are slapped together about as well as a Mexican convenience store. If it weren’t for men, half of those sites would be out of business entirely.

According to Forrester Research, men spend more and take less time than women to make on-line purchases.

Duh. We spend more and take less time to make all our purchases. We don’t quibble over price… just locate the target and make the kill.

Get in, get out.

Maybe that’s why I have such a hard time with sites that present a thousand random choices, right off the bat. Too many choices slows the decision-making process and leads to frustration for men.

It’s like standing in the beer isle in an Oregon grocery store … there are so many choices of micro-brews it’s almost ridiculous. Ales, IPAs, Hefes, Lagers, Pilsners, Stouts, Browns and Ambers in a crazy array of packages from all over the world. It’s too much information.

That’s one reason men love brand name products, brand name stores, brand-name beer and big ecommerce brands: We trust the brand to narrow the choices for us and provide some degree of quality control. (Anything from Deschutes Brewery is good.)

ecommerce and online shopping at REI BNBrandingWhen I shop at REI, online or offline, I know I don’t have to wade through a bunch of crap before I find the quality products. It’s all good, because it’s REI. They know what they’re doing when it comes to product curation. They stay well focused on REI’s niche, and the don’t offer too many choices in any one category.

In the brick & mortar world, the choices are limited by the physical floor space. An REI shoe buyer has room for only so many different styles and prices points, so that’s all you get to choose from.

There are no such limitations in the on-line world.

Zappos claims to have 1,095 brands, 165,722 styles, 906,874 UPCs and 2,957,471 products. That might work for women who make shoe shopping a pseudo-profession, but guys want those choices narrowed down.

Forrester Research reports that 70 percent of online consumers research their purchases on-line, then buy off-line. This “clicks-and-bricks” hybrid model is classic male behavior. But it’s not really online shopping, it’s research.

So where’s it all going?

Less than six percent of all retail sales are currently made on-line — a reassuring stat for traditional retail businesses. And yet Amazon is on its way to becoming a Trillion dollar company.

So if you have an e-commerce company, look at it this way… you’ve hardly scratched the surface. The upside potential is astronomical, as long as you do a few little things better than the next site.

If your product line and/or brand appeals to women you have to work hard to establish an emotional connection and emulate the mall experience as close as possible. But realize, e-commerce will never replace the real thing.

If your on-line store is more male-oriented your job’s a little easier. Keep your product selection focused — don’t try to be all things to all men. Offer brand name products and establish your own brand as a name to trust.

And give guys a way to avoid the mall altogether… they’ll reward you for it in the end.

For more on ecommerce brands, try this post.

 

 

1 The new normal for Ecommerce — How to sell more stuff online.

the new normal for ecommerce by BN BrandingEcommerce is exploding. The COVID 19 pandemic has created a tidal wave of activity in that industry. One of our clients has seen a 550% increase in online sales. A year ago they were wondering how to sell more stuff online, and now they’re wondering how to handle the operational implications of this new normal in ecommerce.

Every e-commerce site from Amazon to Aunt Matilda’s Potato Mashers will get their fair share of the buying frenzy. But most e-commerce businesses could get a bigger piece of the pie, if only they’d do something — anything — to differentiate themselves from pack.

 

 

How to sell more stuff online: Don’t do things like all the other ecommerce guys.

The barrier to entry in ecommerce is very low. Every day there’s more and more competition in every category of ecommerce,  and most of the new players are doing things in very standard, predictable ways.

Everyone is using the same ecommerce web platforms.

Everyone is using the same payment methods and the same email marketing plug-ins to boost their online sales.

Everyone is using basically the same approach to Amazon sales.

So success is going to hinge on doing things differently. A lot of things.

For instance, you can’t just regurgitate the manufacturer’s product spiel. You need to customize your product pitch, improve your copy, and mix up the words a bit.

Besides a ridiculously low price, what do online shoppers want? Most are looking for information. They want insight on the product category and specifics that will help make their purchase decisions easier.

If they’re not quite ready to check out they need facts, reviews, articles or some kind of credible content that helps them narrow their search.

Amazingly few e-commerce brands do a good job when it comes to informative content and sharp, convincing copy.

That’s an easy way to sell more stuff online. Hire a writer to craft a better sales pitch for every product you sell.

Take online ski shops, for instance. When I was in the market for new ski boots I couldn’t even get enough information to research boots on line, much less purchase them.

After hours of work I know a lot more about boot fitting, but I don’t know which models are most likely to fit my feet. In fact, I’ve been to every online ski shop I could find, and only one – REI –  provides anything more than just the manufacturer’s stock product spiel.

If you want to sell more stuff online, you need to think more like REI or Nordstrom. Provide a level of customer service that your competitors can’t.
If you want to establish a successful on-line brand you have to do more than just copy your competitors. You can’t just cut and paste the same exact blurb, same photo and the same specs and expect more market share than anyone else.
You have to differentiate your store. Somehow.

You could offer unique products. (Most niched e-commerce sites offer the exact same products as their competitors. But even if you could find something they don’t have, it’s not a sustainable advantage unless you have an exclusive arrangement with the manufacturer.)

You could offer lower pricing. (Tough if you don’t have the volume of Amazon or Office Depot.)

Or you can have better content presented in your own, unique voice. That, you can do!

I have to admit, I’m not even entertaining the idea of buying ski boots on line. (For me, it’s hard enough buying sneakers online.) But if I were, I’d want a retailer that obviously understands the pain ski boots can inflict:

Toenails blackened and torn. Crippling leg cramps. Wasted $90 lift tickets. Ruined vacations. Endless trips back to the ski shop.

Those are the honest-to-goodness repercussions of getting it wrong. That’s the stuff of compelling sales copy. That’s how you sells more stuff online… Use emotions. Not bullets from the manufacturer’s spec sheet.

BNBranding how to choose the right message for your adsBut not a single online ski shop capitalizes on those emotional hooks. They’re all just lined up, offering the same brands at the same prices with the same pitch and the same reviews.

That’s not online retailing. That’s virtual warehousing.

Your ecommerce copy is like direct response copy… If you want to sell more stuff online, you gotta be colorful and convincing.

Early in my career I wrote direct response copy for Norm Thompson. Before J. Peterman ever became famous Norm Thompson had a unique voice that resonated with its mature, upscale audience. We wrote long, intelligent copy that told a story and filled in the blanks between technical specs and outstanding photography.

When the product called for a technical approach, we’d get technical… I remember writing a full page spread on the optics of Serengetti Driver sunglasses.

For other products we’d turn on the charm and use prose that harkened back to more romantic times.

Helpful.

Heroic.

Practical.

Luxurious.

Comfortable.

These weren’t just adjectives thrown in to boost our word count. They were themes on which we built compelling, product-driven stories. The narratives explained why the product felt so luxurious. Where the innovation came from. How a feature worked. And most importantly, what it all meant to the Norm Thompson customer.

It was the voice of the brand, and guess what? It worked.

The conversion rates and sales-to-page ratios of the Norm Thompson catalog were among the highest in the industry. We routinely got 25 to 30% response rates when we sent sales letters to our house list.

positioning strategy BNBrandingIt’s tough to find anything remotely close in the on-line world. And unfortunately, Norm Thompson hasn’t maintained that unique voice in the e-commerce arena. (If you know of any brilliantly different online retailers, like Patagonia, please let me know. I’d love to add a positive case study.)

Ski boots don’t exactly fit into the category of top on-line sellers. They aren’t impulse items that you need on a weekly basis. They’re heavy to ship. And returns on ski boots must be astronomical.

But on-line retailers could cut down on those returns simply by explaining the single most important thing:

Fit.

Most boots don’t even come close to fitting my feet, so no technical feature is as important as fit. And yet no website that I’ve found provides the simple problem-solving content that says: If you have a D width foot, try this make and model. If you have a high instep, try these. If you have a narrow foot, try these.

It’s not rocket science. It’s just simple salesmanship . The kind you’d get if you walk into any decent ski shop.

And I guess that’s what I’d like to see more of on line. Better salesmanship. At least for the product categories that require more than just a quick glance at the price. Like ski boots.

And one other thing… If you choose to sell like everyone else, at least make your site convenient to use, and functional from a usability standpoint.

I visited one online shop that didn’t even have a working search function. I typed in “Soloman Ski Boots” and got dozens of Soloman products, but not one ski boot. I’ll never go back.

Online shoppers often know exactly what they want. Might as well make it easy for them to find it.