There's no doubt about it: Internet shopping and selling are here to stay. As consumers become increasingly dependent on mobile and Web technologies to find the best deals, many retailers are struggling to keep up with the lower prices offered by online clearinghouses. Whether or not you sell items via the Internet, putting product information online can help your customers conduct research and make decisions.
For brick-and-mortar retail outlets, one common issue is "showrooming," where customers come in to check out products in person before buying them online. Some consumers even take advantage of barcode-scanning apps, which allow them to compare online prices in seconds. While foot traffic in stores might be high, showrooming can take a toll on actual sales. Some retailers have instituted measures to combat the problem, like changing their barcodes to a format that is not recognized by traditional barcode scanners. For smaller businesses, however, budgetary restrictions prevent such drastic measures.
Even if your business plan does not include selling online, it can be beneficial to publish information about your products on your website. In doing so, you can increase the search engine optimization of your site, bring in new customers, and help current customers learn more about your products. If your business has a social media presence, online product information creates a number of marketing and promotional opportunities. Instead of publishing just a picture or status, you can add a link directly to the product details, thus increasing awareness, promoting new products, and driving traffic to your website. If you offer lower prices, you can publish comparisons with major competitors to let customers know you can save them money.
Price is not the only reason to put product information online; many consumers use the Internet for research. They check specifications, read reviews, look at inventory numbers, and peruse information about the retail industry. Consumers rely on this information to make decisions, even if they are not looking for sites that are selling online. Whether or not you are selling products on your website, the extra information may help sway customers in your favor.
For many businesses, putting product information online may not be enough. Retail outlets that do not engage in selling online may need to take additional steps to direct customers to their website. According to Braden Kelley, if showrooming is a serious problem for your store, you can take steps to change the situation. Put up signs directing people to your online product information or give links to popular review sites for your top selling products; that way, customers can make a decision immediately, without leaving your store. You can also install tablets around the store that are open to the product information on your website. These actions can help you garner the benefits of selling online without investing the time and resources needed to develop an online shopping cart system.
For brick-and-mortar stores and companies whose business models include selling online, it is essential to add product descriptions to your Internet presence. In doing so, you can capitalize on consumers' Internet dependence and boost business.
(photo courtesy of freedigitalphotos.net)
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