Strategies for Driving Online Sales Best Practices from

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Strategies for Driving Online Sales Best Practices from U. S. Retailers By Matt Corey 15 Year U. S. E-Commerce Executive Current Chief Marketing Officer at Mass Relevance (Social Media/Marketing) 1

Driving Online Sales • Overview - State of the E-Commerce in U. S. • Specific Strategies: – – Product pages - images and videos – Customer “social” content – ratings, reviews, Q&A – Content (how-to-buy, etc) – • Products, products and more products! Multi-Channel key strategies Don’t “sell”…. Inspire! 2

State of E-Commerce in U. S. 3

E-Commerce in U. S. Online Retail Sales (in billions) • • $327. 0 by 2016 In 2012, 167 million people will buy online (72% of online population) Predict 10. 1% compound annual growth through 2016 Source: Forrester 4

E-Commerce in U. S. Online and Web-influenced Retail Sales ($ billions) 50% Source: Forrester 5

Products, Products and More Products 6

Inventory! 7

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Product Pages – Images + Videos 9

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Video Case Study At Golfsmith, we tested 150 products with video – and put the video player FIRST under the product image (and ahead of basic text) 12

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Video – Search Benefits 14

Product Pages – Images + Videos 15

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Customer “Social” Content Ratings and Reviews 19

Petco 20

Ratings & Reviews Another way to display customer ratings 21

Ratings & Reviews In-Store Leverage your customer ratings in your stores! Example: golf clubs 22

Customer “Social” Content 23

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Customer “Social” Content 25

Social Marketing Showcase customer conversations 26

Social Marketing Customers can “unlock deals” 27

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Content – “How To Buy” 29

Content – “How-To” 30

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Multi-Channel – Key Strategies 33

Multi-Channel – Key Strategies • • Promotions – for coupons, make them redeemable in all channels, not just one! Inventory Look-up – let customers check your local stores to see if their product is in stock • Easy Returns – if you offer this, let people know • Promote Your Site in Your Stores – kiosks, signs, etc. • Collect Email Addresses! 34