Driven by brand loyalty and more product assortment, about half of online shoppers who are ready to buy are opting to go directly to manufacturer’s websites versus online retailers’ sites.When these eager shoppers arrive at your brand’s site, do you take their orders and convert the sales yourself, or do you refer them to a channel partner? Many manufacturers – rather than take an “either or” approach – adopt a hybrid or “channel-friendly” ecommerce sales strategy. If you have taken a similar path, you are likely investing time and money creating, maintaining and optimising a storefront so that your customers can make purchases directly from your branded website. You track and analyse every single click to understand how your customers navigate your site and fine tune your checkout flow to capture and convert as many shoppers as possible into buyers. Loss of control? Integrating your channel or retail partners – and offering your shoppers an alternative shopping experience – is also part of a hybrid approach. This buying option curiously ushers shoppers away from your storefront, redirecting them to partner sites – like Amazon or Dixons. These big name partners often are viewed as experts at shopper conversion and can play an integral role in your multi-channel sales strategy. While this multi-channel approach might sound good in theory, in practice it doesn’t always play out as you may think – despite your best efforts. Read more about boosting your ecommerce strategy:
- Brits to spend £60bn online in 2016, supported by increased mobile transactions
- Flubit hopes to play Amazon at own game and shake up ecommerce via new offering
- Aldi celebrates record sales by launching new ecommerce service
- Customers who leave a manufacturer’s site convert poorly; if those same customers would have simply purchased directly from the manufacturer’s site, they would have converted between three and five times more often; and
- On multiple occasions, more than 50 per cent of customers who left a manufacturer’s site ended up purchasing a competitive or completely unrelated product.
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