Everyone loves a great deal, don’t they? Which helps explain the popularity of daily deals sites among consumers—and among investors. But merchants increasingly find daily deals sites troubling, often resulting in failing promotions, frustrating customer interactions, and falling profits.
But is it necessarily true that daily deals don’t work? I certainly don’t think so. Savvy merchants make the most of daily deals through four key tactics, which is the focus of my latest post at Mike Moran’s Biznology blog, “Are Daily Deals Sites a Good Deal for Your Business?”
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Strategy
Lots of people talk about how to merchandise online effectively. Linda Bustos at Get Elastic and the folks at GrokDotCom do a particularly good job. But the simplest rule of merchandising came from a good friend: focus on the reasons your customer buys and display your offerings around those reasons. Some reasons?
- Customers who buy new (want the latest fad) vs customers who only buy used (like to get a good deal)
- Customers who only buy things on sale vs. those who like to pay full price (either to impress others or drive their own self-satisfaction)
- Customers who only buy domestic goods vs. customers who like to buy imported
- Customers who always buy name brands vs. those who buy generic
- Customers who buy things they need (required purchases) vs. customers who buy things they want
- Customers who buy things that are scarce vs. customers who buy things that are abundant (looking for good deals)
Any I’ve missed? Tell us about them in the comments. And don’t forget to subscribe to thinks to never miss an update.
Are you getting enough value out of your small business website? Want to make sure your business makes the most of the mobile, social, local web? thinks helps you understand how to grow your business via the web, every day. Get more than just news. Get understanding. Add thinks to your feed reader today. Or subscribe via email.
And while you’re at it, don’t forget to follow me on Twitter.
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Many small business websites – ecommerce or service related – can do a better job to help customers find what they want. Big ones, too. This morning I wanted to see what I could get with my credit card rewards points, so I clicked on the big image labeled ShopAmex shown here:
It didn’t work. Nothing. Nada. Bupkis.
No, to actually shop Amex, you’ve got to click that little, bitty link at the bottom. It’s a pity I missed it at first.
Now, look closely at this picture:
Notice anything interesting about it? The retailer (Macy’s in New York) didn’t just merchandise the shoes, by complementing them with a bag and sunglasses. No. Macy’s did something else, too. They labeled the glass of their display window, telling customers exactly where to find the shoes. And the bag. Almost like a link to the floor.
When you make it easy for customers to do what they want – whether it’s find shoes, find a matching bag, or find a bargain – you make it easy for you to get what you want: the sale.
Heard any good tips for getting the sale – online or offline – lately? Tell us about them in the comments. And subscribe to this blog` for more ecommerce and interactive marketing strategy information every day.
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