As some storefronts close and more consumers shelter in place, websites are becoming hypercritical to connecting with customers.
Perhaps the most important message members can communicate to shoppers on their landing page is that they are open for business and ready to provide sales and service support in-store, over the phone or online.
AVB Marketing has a host of ready-made assets for members’ websites to inform customers that you are open and ready to serve them — and can also produce customized banner and landing page messaging regarding hours of business, safety practices or any other pertinent information.
“We feel it is very important for members to highlight their hours, the ways customers can interact with their stores, or any other change in operating procedures,” said Grant Hancock, BrandSource’s Director of Merchandising. “Even if it’s business as usual, many consumers may incorrectly assume you are closed as a ‘non-essential’ retailer and you need to show them otherwise.”
Members can contact their AVB Marketing Account Team to update their websites with the service announcement messaging, Hancock said.
Website messaging is one of several topics on the agenda for today’s Merchandising and eCommerce Webinar, the third in a bi-weekly series held each Tuesday and Thursday. Hancock, along with Senior Marketing Director Danielle Diaz and Director of eCommerce & Catalog Eric Hunter, note that intent-to-purchase actions on BrandSource websites were up 14 percent over the trailing 30 days while cost declined by about 35 percent, and that ads spurred a 140 percent increase in chats and an 81 percent spike in online orders during the period.
The team is also reminding members to adapt their digital marketing to the current environment by replacing “want” or aspirational messaging with a more “needs-based” purchasing process; to keep any “call-to-action” communications front and center; and to update their Google My Business (GMB) information with new store hours or any other changes in status.
The merchandising and e-commerce webinars are held each Tuesday and Thursday at 12:30 p.m. Central. BrandSource members should check their email for invitations and links to the webcasts and replays.
