Why You Need More Than Just Images to Sell Your Products

While it’s said that a picture’s worth 1,000 words, in the online world imagery isn’t enough.  Great quality pictures of your products are certainly part of the mix, as online culture is highly visual.  All the same, if you’re relying on images to sell your products, you’re not doing all you can to drive the people looking at those pictures to your store.

Written content is a key strategy for marketing what you’re selling and some of that concerns rich product descriptions.  This is a content marketing strategy you need to know about and employ.  Here’s our take on why you need more than just images to sell your products.

SEO – your best friend.

Search Engine Optimization is your best online friend.  It’s how people find you on Google and other search engines.  The “optimization” part happens when you write keywords into your text to ensure you have a respectable ranking, making you easy to find.

If you don’t understand SEO well, calling on the services of someone who does to write your copy is a great idea.  Many retailers miss this part of the online puzzle, but it’s so crucial to understand, if you want potential customers to know you’re there.

Images can’t do that.  SEO can and using often-searched keywords connected to the products you’re describing is how you get there.

All your products should be featured with descriptions.  Even a brief product description can drive traffic to your page and subsequently, shoppers to your store.

Words matter.

Online marketing is dependent on words.  Images are important, because they get attention, but they don’t drive traffic.  Only words can do that.  Many retailers are convinced that photographs are the most important element of their websites, but that’s not the case.

Successful online marketing considers the value of words – something retailers hoping to have a robust online presence that’s visible by merit of its search engine rankings, need to embrace.

If your current website doesn’t feature text descriptions to go with all those arresting images, your results are going to be underwhelming, to say the least.  Get those descriptions up, written with SEO in mind and watch your page visits (and sales) soar.

SEO plus.

Visuals only tell part of the story.  Because shoppers online can’t have a tactile experience of the item displayed, they need more information about it.  What does it feel like?  Are the shoes made of “supple leather”?  Is the camera case “sturdy and practical”?

Your product descriptions can make a tremendous difference in online conversions, providing customers with the information they need to make a buying decision.

Is it time to give your online presence the SEO and informational ballast of written descriptions?  Oh yes, it is!  Online retailers who invest in adding product descriptions to their online presence will reap tremendous benefits in terms of sales by adding this crucial feature.

Clip Strip Corp. is a leading-edge innovator in retail POP display support products.  Contact us to find out more.

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Does Price Matter? Why Price Comparison Shopping Isn’t the End of Retail

Despite claims that the retail sky is falling, traditional retail continues to account for most consumer purchases.  And there’s plenty of reason for that.

Sure, consumers are comparing prices online.  Their mobile devices allow them to walk into your outlet, look at the prices of your products and conduct an online search to ensure that your price point is in line with competitors’.

But that’s not the end of the world.

This post explores the importance of price points and why you may have an edge, even if the price of your items may not be the lowest.

Content counts.

While consumers are conducting price checks, they’re also using their trusty mobiles to research the content of products, location of manufacture and other considerations increasingly important to the modern consumer.

Nobody wants to contribute to sweatshop labor and nobody wants to eat something which contains mystery ingredients they can’t pronounce.  Consumers now are looking at more than price.  They also want to know that what they’re buying is ethically produced, nutritionally sound and of a quality that merits buying it.

Product reviews.

Something else today’s savvy consumer wants to know about products is what their fellow consumers think of them.  Online reviews have incredible clout when it comes to customer conversion.

Reviews read online are the “word of mouth” of the 21^st Century.  Regardless of what you’re selling, your customers want to know about the experiences of other shoppers.  In fact, positive reviews have been found to be the most important factor influencing conversions.

Keeping that mind is crucial to your success and something you should always be aware of.  That means tracking online reviews of the products you’re selling, as well as reviews of your outlet.  In today’s market, those reviews drive a great many sales.

So, does price matter?

Sure, it does!  But it doesn’t matter as much as many would have you believe.  While consumers continue to be price conscious and certainly perform comparisons, price is only the third most important deciding factor in consumer purchases.

Reviews are the primary driver of consumer conversions, with product content coming second and finally, price.

Today’s market realities are smashing conventional wisdom about consumer behavior and decision-making.  An awareness of what really matters to your shoppers is how you’re going to succeed, moving forward.  Once again, the Trifecta of 21^st Century Consumer Conversion is organized in terms of importance, like this:

• Consumer reviews
• Product content
• Price

Shoppers are willing to pay a little more for products which respond to their need for ethically-produced products and products of a high quality, conforming to their preferences.  They care what other people think and take reviews so seriously, that this is the number one deciding factor driving conversation.

Bringing up the rear is price.  While price still matters to consumers, reviews and content are front of mind in their purchasing decisions.

Clip Strip Corp. is a leader in retail POP display supports which create sales floor consistency and a premium consumer experience.

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8 Practical Ways Brick and Mortar Stores Can Compete With Amazon

Amazon is the elephant squatting in the corner of every brick and mortar retailer’s store.  Sure, it’s a big, iconic online retailer.  But confronting that Amazon elephant is not as tough as you think.  Here are 8 practical ways brick and mortar stores can compete with Amazon and grab their market share.

1. Online visibility.

This is a big one.  When consumers search products online, Amazon is always going to come up at the top of the results.  But you can combat that effect with effective SEO (search engine optimization) that pushes you up in the search engine rankings.  Select popular products and ensure that product descriptions include keywords which mirror the ones Amazon is using.

2. Exceptional service.

Personalized, warm service is something Amazon can’t give its customers.  You can, though.  Training your staff to be at their very best for everyone who comes in is a retailer’s most pressing need.  Your sales staff is your edge.

3. Customer experience.

Make a visit to your store a reward for your customers.  Create an environment that’s branded, unique and pleasant, ensuring that customers arrive to discover an immersive experience that makes the trip worth it.

4. Emphasize convenience.

Shoppers conducting online searches for local products need to see that it’s convenient to shop at your location.  Emphasize features like abundant street parking, and an easy to find outlet.  Amazon isn’t all that convenient if you’re looking for something you need immediately.

5. Leverage your online presence.

If you’re not set up to do e-commerce (which is not compulsory in terms of competition), your online presence should be leveraged to drive business to your store.  Everything you can do to enhance that presence and make people want to visit you is well worth your time.  That means keeping your site active and attractive.

6. In-store events.

A sub-set of customer experience, in-store events provide added value for your shoppers.  Demonstrations, fashion shows and tutorials about products you know your customers love, when held regularly, create buzz and generate interest.  Use social media to keep your shoppers up to date and in the know.

7. Live presence.

A static website which doesn’t cover all your in-store product isn’t good enough anymore.  To compete with Amazon, you need to keep your website and social media channels fresh.  Your online catalogue should be up to the minute and include announcements and descriptions of new products.  It’s worth your time to invest in this.

8. Get mobile.

The rise of the mobile device means that your website needs to be compatible for these users.  When they log on, they should see a website adapted to their needs.  To remain competitive and to pull in potential customers using mobile devices, it’s imperative that your online presence conforms to the needs of this market.  Hire someone to get it done and reap enormous benefits.

Clip Strip Corp. is a leading-edge provider of retail POP display supports. Our outstanding products bring professionalism and consistency to your in-store customer experience.

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Reasons Why a Buyer Says “Yes” to One Product Over Another

When you’re trying to get your products on chain store shelves, one of the most important things to keep in mind is that buyers are looking to fulfill customer demand.  Customer demand drives sales.  Giving shoppers what they want is what buyers are in the business of doing.

Market demand is one of the key drivers behind the “thumbs up” or “thumbs down” your products are going to get from buyers, so being aware of what their customers want is your first indication of how well your pitch is going to go.  It will also tell you what the shape and tone of your pitch should be.

Reasons why a buyer says “yes” to one product over another are primarily based on market forces.  But here are some specific clues to help you get where you want to go.

Is this product going to make money?

As stated above, customer demand drives sales.  Your buyer is going to look at your product and determine its sales potential.  You’re going to convince the buyer (hopefully) that your product will sell like crazy and fatten the bottom line.

Buyers aren’t capricious.  They are studied professionals who are keenly aware of what’s going on in the market.  They know their customers.  They know their chain’s sales figures and all the markers connected to those figures.

When they encounter something new, they’re going to have a sense about how well it’s going to do at their outlet because they’re in the business of knowing what’s going to sell and what isn’t.  They’re pros.  That’s your context and your challenge.

The next big thing.

Buyers are continually on the look out for the “next big thing”.  They want to take advantage of product trends, because if they don’t, the share of the market their chain might otherwise have commanded is gone.

Just like that.

So, approaching buyers with the attitude that your product is indeed innovative, fresh and desirable from a consumer standpoint is a key part of your pitch.  If you’re trying to get to “yes”, convincing the buyer that your product is an opportunity they shouldn’t pass up is your way in the door.

Ready to rock.

Going into a buyer meeting with the raw product isn’t going to work.  Buyers want to see that your product is ready to put on the shelves.  Your packaging game should be good to go, right down to the bar code.  Anything that’s going to slow down the product’s entry to the chain’s shelves is going to be a roadblock to the “yes” you’re hoping to hear.  So, get your packaging, pricing and shipping ducks in a row and impress upon the buyer that you’re ready to deliver today.

The reasons why a buyer says “yes” to one product over another are numerous.  Some reasons are even personal.  A bad day?  Could be!

But this post covers the fundamental reasons buyers choose some products over others.

Clip Strip Corp. is a leader in premium display supports.  Contact us.

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Disruptive Retail Trends to Watch In 2018

The world changes and to stay at the top of our games, we all need to change with it.  Inflexibility is what leads some to be left behind, wondering what happened.

One of the best things you can do for your retail business (and one of the least demanding) is to be open to the change that’s happening all around and which is going to impact your business sooner or later, whether you want to acknowledge it or not.

At Clip Strip Corp. we submit that awareness is better than being in the dark, so we’d like to share these disruptive retail trends to watch in 2018, in the interest of giving retailers a heads up on the future.

Forewarned is fore armed.

The on-demand economy.

The mobile economy is an on-demand economy and this is the single most important thing you need to know, moving into 2018.

Consumers want immediate gratification and mobile portals allow it.  The seduction of the immediate provision of services and goods (Uber and eBay, just for starters) is obvious and it’s a growing sector, attracting huge response from consumers.

How huge?  How about more than 22 million consumers and almost $58 billion in spending?  That’s how huge.

Experience is everything.

In tandem with the on-demand economy is the experience economy.  This directly impacts the way brick-and-mortar retailers do business.  Customers, when they venture out of their homes, desire a unique experience that rewards their efforts.

As a retailer, your job is to offer your shoppers service which goes beyond the traditional.  Sited in your sales floor staff, the experience of personalized shopping which recognizes customers as valued guests in your outlet is key.

The union of two worlds.

Your store is in the brick-and-mortar world, but that doesn’t mean technology can’t be part of it.  In fact, bringing technology onto your sales floor signals customers that you’re answering a need.  You’re acknowledging the current environment and the demands of shoppers, while doing so.

In-store technology is an opportunity for you to create a union of the two worlds in retail currently colliding – online and real-world retail.  That’s what online retail giant, Amazon has been up to and it’s working.

Get mobile.

Being mobile-friendly is no longer an option – it’s an imperative.  As a retailer, you need to ensure that your online presence fosters relationships with this enormous market of potential and existing customers.

That means ensuring that the digital customer journey is a smooth one.  Catering to mobile customers means configuring your online presence to their needs.  More and more consumers are connecting via mobile and there is no choice for retailers but to respond with enhanced access.

These disruptive retail trends to watch in 2018 are where we believe retailers can find the way forward.  Acknowledging them and being proactive about anticipating their impact is how you can strengthen your market position by keeping your customers happy.

Clip Strip Corp. is a leader in premium retail POP display supports.  Contact us to find out more.

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The Dollar Daze: Catering to Value Shoppers

These days, the phrase “value shoppers” describes a large market looking for ways to cut corners to make the monthly budget.  Dollar store retailers are always seeking strategies to meet their market’s demands for value, while retaining the best possible margins.

National brands, combined with novelties and items which might otherwise be less accessible, are the stock in trade of the dollar giants.  Consumers at these outlets are looking to stretch their dollars and for a location in which they can apply their buying power, especially when it comes to food.

They don’t care if what you’re offering is the latest craze, organic, or exotic.  They want value and that’s about all.

Necessity more than novelty.

A key motivator of dollar chain store shoppers is the availability of necessities for a much more reasonable price than what’s offered at the grocery store.  At a grocery store, shoppers will find a wider variety of any given product on offer.  They will not, however, find the everyday value they do at the dollar chain.

Dollar chains strive to provide their customers (many of whom are living on fixed incomes, with very small grocery budgets) to the best range of food products they can because they know they’re filling a need.  Instead of offering a vast array of breakfast cereals, for example, they’ll offer one or two in value-sized packaging.

This explains the trend in dollar stores toward expanded food aisles.  Buying in large quantities, dollar chains can maintain steady inventories to meet the demands of the value shopper and to continuously provide what they’re coming in for.

A growing channel.

The dollar store is the fastest growing retail channel in the market.  Every year, their rates of growth have increased.  They now command more robust growth than conventional grocery stores by an average 2.5%.

What’s more, dollar store growth is projected to reach an annual rate of over 6.5% by the year 2020.  What this is telling us is that reduced consumer buying power is propelling a trend toward value which shows no signs of slowing down.

The traditional retailer’s challenge.

What all this means is that traditional grocery retailers are compelled to respond.  Diversifying inventory to meet the needs of shoppers with low and fixed incomes is a priority, if they’re going to compete with the growing, adapting dollar store giants.

Increasingly, these outlets are adding coolers and “market” sections featuring perishable and frozen items.  Dollar outlets are being re-visioned as primary sources of groceries, instead of supplemental ones that fill the affordability gap.

Traditional grocery retailers, currently, are focusing on consumer demand for products which offer enhanced health benefits – fresh, organic and local are the watchwords of grocery chains now.  On the dollar side, customers are seeking value that gets dinner on the table for as little money as possible.

To reach this market, traditional grocery outlets will need to adapt by offering similar affordability for shoppers with limited buying power.

Clip Strip Corp. is the leader in retail POP display supports.  Contact us.

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3 Retail Management Tips From Michael Kors Closing Stores

Last month, the Michael Kors fashion brand announced it would be closing 15% of its retail outlets.  Following a huge surge in consumer demand driven by the designer’s presence on the Project Runway television franchise, expansion of the brand was aggressive, followed by a demand through that drove the decision to close 125 outlets over the coming 2 years.

Releasing an IPO in 2011, following the success of his entry to the retail market in 2004, Kors followed with an aggressive expansion that featured 800 outlets of the chain, cross-country.  Based on a trend toward luxury handbags, the brand would soon see the trend collapse and, as a result, mounted an effort to move stock which had rapidly become excessive in the market.

This post offers 3 retail management tips from Michael Kors closing stores.

From scarcity to glut.

The Michael Kors brand took advantage of a spike in consumer interest, riding a wave that had an inevitable “best before” date.  It’s anyone’s guess, when gauging consumer tendencies, when supply will outpace demand, especially in terms of a mega-hot market driven by media celebrity.

But conservatism and a steady hand are always in order, in terms of inventory on hand.  This was not the case at Kors.  Market optimism drove the brand to over-extend, resulting in the need to offer luxury goods (associated with scarcity) at a tremendous discount.  Suddenly, Kors was affordable, a reality which undermined the brand message.

The lesson is to be aware of changes in demand and about what your consumers are buying.  Watching trends for downturns is a key ingredient in maintaining only the stock you know you can sell at a profit.

Here today, gone tomorrow.

One day, it’s a bubble-hemmed dress.  The next, it’s a Michael Kors handbag.  Trends come and go.  What flew off the shelves yesterday may gather dust, today.

Watching the market and what competitors are doing (and selling) is key to understanding when the time has come to abandon the trend ship.  Consumers are notoriously fickle and trends can dissipate quickly.  A cautionary note is that Michael Kors’ discounted items, once they were no longer mega-hot, were suddenly ubiquitous.

At one point, his formerly “must have” items were seen to be occupying fully ¼ of the sales floor at retailer Bloomingdale’s designer discount outlets.  That’s not the look MK was going for.

Experience. Experience. Experience.

Location. Location. Location.  This was once the mantra of retailers.  Today, it’s consumer experience.  A huge part of the consumer’s in-store experience resides in your sales floor staff.  The quality of your people is what moves your product in a physical retail set up.

Finding staff who understand the importance of face-to-face interactions in the consumer journey is key to maintaining retail health today.  It’s the “X” factor that differentiates brick-and-mortar retail from the online challenge.  Your people are the movers and shakers of your brand, offering unique, personalized consumer interactions that move product.

Clip Strip Corp. is the leader in retail POP display supports.  Contact us.

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