How to promote a B2C online store

Today, most businesses have a website, but at the time it was created online shopping was not on the radar. That said, to transform an existing website into an e-commerce site it will likely need to be completely redesigned by a professional. Another option is to simply add a ‘Shop’ button that links to an external shopping site. The author recommends this option—especially for small businesses—as it allows retailers to get their e-commerce program started by having their content site and their online store. The following tips can be used by pool and spa retailers to promote their online store:

1. Similar to a typical website, integrate search engine optimization (SEO). This includes picture descriptions, descriptive text with keywords, a proper site structure, adding breadcrumbs, optimize for voice, site speed, etc. Further, the e-commerce site should be submitted to the search engines so they recognize it. All of these factors and more ensure user-friendly search results. It is important to be patient as SEO takes time.
2. Play on holidays with a content calendar and create landing pages and specials to promote them. Christmas, Valentine’s Day, Mother’s and Father’s Day, the first day of summer—are popular in the pool and spa industry—but even ‘fun days’ like National Doughnut Day is something that can be used to draw attention to the page. For instance, a retailer can give away a free doughnut pool float to a lucky winner who visits the site. The holidays are a fantastic reason to push content and sales and staying on top of it with a quarterly content calendar can keep a business scheduled and ahead of the game.
3. Retailers can also link their online shopping page off of their distributor’s ad and/or supplier’s website. Referral traffic is another way to promote the store. Further, if a consumer goes to the supplier and is interested in making a purchase, be sure the store is on the list of available retailers where consumers can be directed to purchase their product. Communication that the store is live is another important step to gaining recognition and referrals.
4. Retailers can promote their new online store through e-mail marketing and mailing programs using their existing customer base, along with in-store signage and social media.
5. Paid advertising is another way to promote the site, and the digital world makes this a one-click advertising dream. For example, Google AdWords (if it is in the retailer’s budget) and social media boosts are a great way to reach a targeted audience and provide shareable content. Digital e-mail blasts through industry magazines and banner ads on websites like Kijiji also work to drive traffic to a retailer’s online store.

As great as e-commerce sounds, it does not come without its considerations and areas of concern. The biggest is website security and privacy. That said, retailers should ensure they are using a reputable host along with a secure server (e.g. https://). Online shopping carts do not deal with the entire transaction, they pass the purchasing information to a payment gateway; therefore, it is important to ensure the provider being used is not only trustworthy, but also dependable to protect the customer’s information from the risk of being exposed or hacked. Further, a retailer planning to sell online will need a digital certificate for SSL (Secure Sockets Layer) to work. An SSL is a protocol to secure and protect transactions.

Retailers can use the following tips to minimize security and privacy risks:

• Keep software updated and scan for spyware and viruses regularly;
• Back up all data frequently;
• Use proper design precautions such as disabling the ‘back’ button when making purchases so the transaction is not reset (DIY platforms will have this built in as a standard);
• Avoid storing customer credit card information;
• Be aware of fraud prevention tools such as Address Verification Service (AVS) and credit card code verification;
• Carry first- and third-party liability insurance specific to internet sales; and
• Be suspicious of large orders and P.O. Box deliveries—especially if the customer requests a rush delivery.

Building an e-commerce business is as exciting as it is challenging. Retailers will quickly learn what works and what does not in regard to their business model. In fact, some may even decide that it is not for them. For those retailers who do move forward with an e-commerce strategy, two things are important: research and methodical planning. One of the best ways a retailer can plan their approach to implementing an e-commerce strategy is to try shopping online. In doing so, one should take notes of the features they like and dislike so the positive aspects of their experience can be integrated into their store’s e-commerce plans.

Notes:

¹ See “25 Stats on Consumer Shopping Trends for 2019” published online by V12 on February 27, 2019. For more information, visit https://v12data.com/blog/consumer-shopping-trends-stats/. (Accessed Oct. 21, 2019)

² See “Shopify’s State of Commerce Report” published by Shopify in June 2019. For more information, visit https://www.presse-citron.net/wordpress_prod/wp-content/uploads/2019/06/Shopifycommercereport.pdf. (Accessed Oct. 21, 2019)

³ See “E-commerce Product Return Rate—Statistics and Trends” by Khalid Saleh and published by Invesp. For more information, visit https://www.invespcro.com/blog/ecommerce-product-return-rate-statistics/. (Accessed on Oct. 21, 2019)

⁴ See “People are 54% More Willing to Buy When a Business Accepts PayPal” by Bill Ready and published by PayPal Stories on Oct., 16, 2018. For more information, visit www.paypal.com/stories/us/people-
are-54-more-willing-to-buy-when-a-business-accepts-paypal. (Accessed on Oct. 21, 2019)

Crystal Lengua is the sales and marketing manager at SMP Ultralift and sits on the Pool and Hot Tub Council of Canada’s (PHTCC’s) national board of directors, as well as on the PHTCC’s Toronto chapter board of directors. A graduate of marketing, public relations and corporate communications, professional sales, social media marketing, and event management, she has positioned herself as a leader in digital and traditional marketing methods. Featured in Mississauga Life magazine in 2014 as a leading female entrepreneur, she is also a keynote speaker, blogger, and social media maven. Lengua is a member of Pool & Spa Marketing’s Editorial Advisory Committee. She can be reached via e-mail at c.lengua@smpmetal.com.