The Importance of Having the Right Online Presence
With a large percentage of the population heading to the internet, rather than a local store to do their shopping, it is increasingly important for retailers to not only have an online presence but to provide the right online services for their customers.
For a business to successfully target all its potential customers, it is essential to have an online presence, as around 64% of internet users are signed up to some form of social platform. Customers expect to be able to get instant and effective results by comparing prices and quality, searching for discounts and buying the item they want, all from the comfort of their own home or on the go. If your brand isn’t present during multiple stages of the customer’s path to purchase, you will be limiting your reach and missing out on a large number of customers.
A recent example of this would be the loss of the Leicester store Fenwick, which has been trading in the city since 1962. The store is planned to close by the end of March with a loss of nearly 100 full-time jobs. The Fenwick Group chairman, Mark Fenwick, was quoted in the Leicester Mercury as saying “The challenging trading environment and gradual loss of footfall has made it impossible for us to find a way forward that enables the business to trade successfully.”
After reviewing the brand for ourselves, we believe that although the business was active on social media, both Twitter and Facebook, and had a website that provided a wide range of information for customers, they didn’t take into consideration what their customers needed from them online. If the company had invested in a full online shopping system, then we believe that they could have retained more business. Having an online shop also allows you to track how your customers arrive at, interact with and exit your website through Google Analytics, allowing you to adapt your website to suit the needs of your customers.
It is important that every business stays on top of current consumer trends as well as conducting thorough research into their customers and their expectations of the brand, to formulate their marketing/ business strategy. By doing this, you will have gained insight into what your customers want from your business and can effectively put measures into place to keep your current customers satisfied, as well as looking to gain new ones.
Conducting a brand analysis and formulating a strategy can be outsourced to a branding/marketing agency, who specialise in such operations, which can save you time, money and reduce associated risks.
If you need to take the leap into the digital world or to take the next step for your online presence, give us a call today on
0116 232 5931 or email us on firstname.lastname@example.org
Until next time,