Admin
I absolutely love seeing customers in my store and helping them achieve their best health. It is one of the most rewarding aspects of my life working in natural health, and I’m sure most of you feel the same way. So, putting an emphasis on the digital marketplace might not always feel like it comes first. But if there’s anything these past couple of years have taught all of us, it’s that online marketing is an incredibly important part of staying connected and successful. And it requires care.
For some, adding e-commerce and emphasizing social media to a store’s sales efforts may have only become a priority once COVID-19 restrictions derailed in-store traffic. Others may have been building a customer and follower base well before that. But at this point, it’s safe to say that having a retail website and social media presence is here to stay and is an integral part of doing business.
Like many other aspects of business, it can be tempting to think that online sales and social media outreaches can essentially run on their own power. But, of course, that’s never really the case. It is worth reviewing and revisiting what it is that makes that effort successful. Here are a few points that I think are important to keep in mind.
Keep Your Website and Social Media Current
Keeping content fresh is going to mean different things to different businesses. After all, if you have a month-long omega-3 promotion at your store, it doesn’t make sense to stop talking about it after the first week. But you might consider keeping a countdown that lets your customers know how long they have to take advantage of your specials.
The main thing is to keep a sense of energy (if not urgency) to your social media and online presence, without letting it get stale. Whether that means daily updates, weekly changes or some combination of the two is up to you. It all depends on the pace and schedule of your promotions and the time you can thoughtfully dedicate to your site and posts.
I encourage you to keep at it. Let your customers know about everything new that’s happening in your store—seasonal promos, new products and general health info. There’s plenty to share out there.
Remember That the Smartphone Changed Everything
Most people go to their smartphones first when they want to look up a business. Update Instagram and Facebook posts consistently with new promotions, insights from your in-store experts and dates for any guest speakers or special events. It’s crucial to keep customers engaged with your business in this way. Making sure your social posts are current shows you have a vibrant store and staff that is energized and available to customer needs.
Keeping your website updated is only part of the picture. You have to make sure your site is compatible to display properly on smartphones. I know that might sound like an outdated statement, because most sites look great on a smartphone or tablet. But you might be surprised how often I encounter the opposite: there are still a few e-commerce sites out there that only look good on a full computer screen. When a site isn’t optimized to be used on a smartphone, it really stands out as being frustratingly difficult to use and can seem way out of touch with the way that people search, review and shop online. There are many people who stick with simple cell phones, but Pew Research reported that 76 percent of American adults, regardless of age, purchase online using a smartphone. It’s very likely your own customer base has followed suit.
Give Online Promotions a Twist
If your online store has become a destination in its own right, you may want to reward returning customers with special deals that pop up on your store’s website from time to time. You can generate excitement—and sales—about online-only specials through your social media outlets that also create a sense of belonging with your store’s internet following. Encouraging your shoppers via Instagram, for example, lets them know that they’re part of something exclusive.
Make it Easy to Buy Your Products Online
I know it may sound obvious to say this, but I think it bears repeating: the best online shopping experiences are the ones you don’t have to think about. The ability to shop easily and effectively from a smartphone, as I mentioned earlier, is a part of this.
If you have returning customers, their ability to reorder should be a simple one. Do you have an option for automatically recurring orders? This may be important to customers you used to see in person in your brick-and-mortar location, but who have since embraced your online store and stick with you because they know you personally. Consider it simply another extension of the relationship you’ve cultivated with them over the years.
Respond Quickly to Customers Online, Just Like They Were at Your Store
Whether shopping online or in-person, getting an honest, friendly and timely response is always appreciated. That includes keeping your online customers informed of any order delays for their products. After all, even if the news isn’t positive, nobody wants to be kept guessing as to the status of their order. It’s really just an extension of the practice you do when anyone walks through the doors of your business.
Keep the Curbside Pickup Option
I find myself repeating this advice often, but you never know how important it can be for a customer to have curbside as an option. Some people simply love the option of choosing their favorite products online and being able to pick them up on the way home without having to leave their car. I know it’s definitely become a regular practice for many families for groceries, so I’m not surprised at this convenience sticking around for a while, and being popular by customer demand.
Online Retail and Social Media Simply Are the Norm
Not that long ago, many retailers may have considered online sales and a social media presence as an option; now it is a must. They are woven into the way we do business. Checking in with that aspect of your business is just as important as refreshing the physical space in your brick-and-mortar locations. The appearance and ease of your website functions just as much as a first impression, if not more so, than when customers walk through your door. It should feel clean, well laid-out, and welcoming—exactly like your store. After all, just like your physical store, you want customers to come back to visit you often! VR
A highly regarded leader in the natural products industry, Terry Lemerond is founder and president of EuroPharma, Inc. He also founded Enzymatic Therapy, Inc. and PhytoPharmica, Inc. and is currently co-owner of the Terry Naturally Health Food Stores in Green Bay & Suamico, WI, which recently won its eighth consecutive consumer choice award as “Best of the Bay.” With more than 50 years in the natural products industry, Lemerond has researched and developed more than 400 nutritional and botanical formulations that continue to be top-selling products in the market. Lemerond shares his wealth of experience and knowledge in health and nutrition through his educational programs, including a weekly radio show and newsletter, podcasts, webinars and personal speaking engagements. He is author of 13 books, including Seven Keys to Vibrant Health, Seven Keys to Unlimited Personal Achievement and 50+ Natural Health Secrets.
I absolutely love seeing customers in my store and helping them achieve their best health. It is one of the most rewarding aspects of my life working in natural health, and I’m sure most of you feel the same way. So, putting an emphasis on the digital marketplace might not always feel like it comes first. But if there’s anything these past couple of years have taught all of us, it’s that online marketing is an incredibly important part of staying connected and successful. And it requires care.
For some, adding e-commerce and emphasizing social media to a store’s sales efforts may have only become a priority once COVID-19 restrictions derailed in-store traffic. Others may have been building a customer and follower base well before that. But at this point, it’s safe to say that having a retail website and social media presence is here to stay and is an integral part of doing business.
Like many other aspects of business, it can be tempting to think that online sales and social media outreaches can essentially run on their own power. But, of course, that’s never really the case. It is worth reviewing and revisiting what it is that makes that effort successful. Here are a few points that I think are important to keep in mind.
Keep Your Website and Social Media Current
Keeping content fresh is going to mean different things to different businesses. After all, if you have a month-long omega-3 promotion at your store, it doesn’t make sense to stop talking about it after the first week. But you might consider keeping a countdown that lets your customers know how long they have to take advantage of your specials.
The main thing is to keep a sense of energy (if not urgency) to your social media and online presence, without letting it get stale. Whether that means daily updates, weekly changes or some combination of the two is up to you. It all depends on the pace and schedule of your promotions and the time you can thoughtfully dedicate to your site and posts.
I encourage you to keep at it. Let your customers know about everything new that’s happening in your store—seasonal promos, new products and general health info. There’s plenty to share out there.
Remember That the Smartphone Changed Everything
Most people go to their smartphones first when they want to look up a business. Update Instagram and Facebook posts consistently with new promotions, insights from your in-store experts and dates for any guest speakers or special events. It’s crucial to keep customers engaged with your business in this way. Making sure your social posts are current shows you have a vibrant store and staff that is energized and available to customer needs.
Keeping your website updated is only part of the picture. You have to make sure your site is compatible to display properly on smartphones. I know that might sound like an outdated statement, because most sites look great on a smartphone or tablet. But you might be surprised how often I encounter the opposite: there are still a few e-commerce sites out there that only look good on a full computer screen. When a site isn’t optimized to be used on a smartphone, it really stands out as being frustratingly difficult to use and can seem way out of touch with the way that people search, review and shop online. There are many people who stick with simple cell phones, but Pew Research reported that 76 percent of American adults, regardless of age, purchase online using a smartphone. It’s very likely your own customer base has followed suit.
Give Online Promotions a Twist
If your online store has become a destination in its own right, you may want to reward returning customers with special deals that pop up on your store’s website from time to time. You can generate excitement—and sales—about online-only specials through your social media outlets that also create a sense of belonging with your store’s internet following. Encouraging your shoppers via Instagram, for example, lets them know that they’re part of something exclusive.
Make it Easy to Buy Your Products Online
I know it may sound obvious to say this, but I think it bears repeating: the best online shopping experiences are the ones you don’t have to think about. The ability to shop easily and effectively from a smartphone, as I mentioned earlier, is a part of this.
If you have returning customers, their ability to reorder should be a simple one. Do you have an option for automatically recurring orders? This may be important to customers you used to see in person in your brick-and-mortar location, but who have since embraced your online store and stick with you because they know you personally. Consider it simply another extension of the relationship you’ve cultivated with them over the years.
Respond Quickly to Customers Online, Just Like They Were at Your Store
Whether shopping online or in-person, getting an honest, friendly and timely response is always appreciated. That includes keeping your online customers informed of any order delays for their products. After all, even if the news isn’t positive, nobody wants to be kept guessing as to the status of their order. It’s really just an extension of the practice you do when anyone walks through the doors of your business.
Keep the Curbside Pickup Option
I find myself repeating this advice often, but you never know how important it can be for a customer to have curbside as an option. Some people simply love the option of choosing their favorite products online and being able to pick them up on the way home without having to leave their car. I know it’s definitely become a regular practice for many families for groceries, so I’m not surprised at this convenience sticking around for a while, and being popular by customer demand.
Online Retail and Social Media Simply Are the Norm
Not that long ago, many retailers may have considered online sales and a social media presence as an option; now it is a must. They are woven into the way we do business. Checking in with that aspect of your business is just as important as refreshing the physical space in your brick-and-mortar locations. The appearance and ease of your website functions just as much as a first impression, if not more so, than when customers walk through your door. It should feel clean, well laid-out, and welcoming—exactly like your store. After all, just like your physical store, you want customers to come back to visit you often! VR
A highly regarded leader in the natural products industry, Terry Lemerond is founder and president of EuroPharma, Inc. He also founded Enzymatic Therapy, Inc. and PhytoPharmica, Inc. and is currently co-owner of the Terry Naturally Health Food Stores in Green Bay & Suamico, WI, which recently won its eighth consecutive consumer choice award as “Best of the Bay.” With more than 50 years in the natural products industry, Lemerond has researched and developed more than 400 nutritional and botanical formulations that continue to be top-selling products in the market. Lemerond shares his wealth of experience and knowledge in health and nutrition through his educational programs, including a weekly radio show and newsletter, podcasts, webinars and personal speaking engagements. He is author of 13 books, including Seven Keys to Vibrant Health, Seven Keys to Unlimited Personal Achievement and 50+ Natural Health Secrets.
