greg meyers

Print Catalogs & eCommerce

Having an historically successful print catalog is key to a successful e-commerce site. If the goal of achieving a large loyal customer base has already been established, then bringing qualified traffic to their eCommerce web site should be rather easy. However, there are many methods and strategies that need to be focused on to achieve a successful online business model. My experience has taught me that you really need to understand your customers. Online customers expect more from your website than a typical print catalog. In the Automotive Aftermarket Industry, I found it to be very difficult to convert customers solely on the fact that Auto Parts are pretty complex in nature and not every customer is a mechanic or expert. It is extremely important to have as many options available to them as possible.

  • Make sure the print catalog works simultaneously with the web site. This includes everything from Design layout, to cutting edge functionality.
  • Create a separate Toll Free 800 Number so you can see all of the phone calls from the website.
  • Offer the customer a Wish List, Customer Reviews, Seasonal Promotions, etc...
  • Monthly Email Newsletters and Promotions to keep them interested and have them coming back to the web site as frequently as possible.
  • Provide them the option of a Digital E-catalog. A digital version of the real print catalog. Some customers are used to this format and may make them more comfortable to buy.
  • Always make sure your web site is SEO (Search Engine Optimized), especially when you have lines of new products waiting to be shown to your customers.
  • Create a thorough PPC (Pay-Per Click) campaign for seasonal products, or for multi-channel TV or Radio ads.
  • Build an affiliate program so that the customers are able to sell the products for you and in turn, you can lower your monthly Online Marketing Budget.
  • Offer Live Customer Chat Service, so that a customer can be in direct contact with a qualified tech or sales person. Liveperson.com is an excellent option.
  • Get everyone in your office involved. Show your Merchandisers, Purchasers and get their feedback on user experience.
  • Talk to your Warehouse or Purchasing Department about Overstocked or Discontinued Products. You can then create an Overstock/Clearance section on you web site for additional sales.
  • Work with your vendors. Use your web site as real-estate and create deals with your vendors such as Dealer of the week or just create additional exposure for them. Perhaps they can lower their cost of help offer Free Shipping promotions.
  • Shipping and Handling Strategies. Check out what your competitors shipping rates are and try to compete with them. If you are unable to do so, perhaps try to convince your vendors to offer incentives to you.

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