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Adapting your e-commerce strategy to survive and thrive

It’s clear to see that in recent years, technology has begun to dominate the online retail industry.

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Since the recent COVID-19 pandemic in the last few months and the closing down of huge numbers of high street stores, I’m not sure even the giants could have anticipated the scale of digital sales and the massive increase in demand from customers looking to shop online. 

Now, without harping on about history too much, I’d like to at least reference a quote that seems to be pretty relevant in these strange times. 

“It is not the strongest of the species that survives, nor the most intelligent; it is the one most adaptable to change.” — Charles Darwin

I knew I did my dissertation on this man for a reason, and in all honesty, it looks like Darwin has yet again been proven to be on point with this statement. 

The only way businesses can survive right now is by adapting to what is thrown their way. In this case, COVID-19 causing absolute economic chaos. 

You’ve probably heard many marketers and business owners talking about “pivoting” in recent weeks and months, and although the term is painstakingly repetitive for some, it looks like it’s going to be the only way out of this hole for now. 

But how does this impact your role? If you’re responsible for the marketing of your business and need to attract more customers to buy from you, then simply creating or just maintaining your idle, one stop e-commerce shop isn't going to cut it. 

Whether you’re starting from scratch or simply need to update your online presence to make it more impactful, then you need to start considering your wider marketing strategy. What does success look like for your online shop?

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When it comes to thinking more strategically, ask yourself these questions. 

  1. What type of customer are you trying to attract?
  2. What online experience are you trying to create for that customer? 
  3. Where does your brand sit amongst competitors and is it impactful enough?
  4. Are you happy that you are using the right digital platform for your store?
  5. Is your site currently optimised to give you the most online exposure?

You must have the above nailed before you even begin to be in a position to think about how you must adapt and improve your e-commerce store for the better. 

But maybe you know all that, but just don’t have the capacity or brain space to take immediate action without a bit of further support?

Unfortunately for all of us, time isn’t really on our side and so before your budgets are cut completely you’ll need to pull your socks up, take a deep breath and make important decisions with regards to your investment that will maximise the return for your business - pandemic, or no pandemic. 

So, you’ve got a headache already and you just want to meet your targets, increase your leads and make your boss happy? But… you need help building, updating or adding e-commerce to your currently stagnating website?

If you don’t think it's possible to take this all on without extra expertise, what is the next best step?

  1. Reassess your budget so you can ensure you know how much you are able to invest and which areas of your site need most attention. 
  2. Write down the key objectives you need to hit in order to improve your site and attract more customers.  
  3. Find an experienced digital agency to help bring everything to life for you from strategy, design, e-commerce expertise, all the way through to build. 

For lots of businesses, the difference between success and failure right now will be how to respond to the changes that come their way. Will you sit back and hope for the best or will you be a little braver and find new ways to grow in this ever changing situation? 

Need some help from Yoyo?

Recently, as you’d expect we’ve seen a big increase in clients looking for help turning their businesses online and optimising their online stores. Luckily, we have lots of knowledge when it comes to e-commerce websites. One in particular that we’re using increasingly is a platform called Shopify. As well as that, we have a team of digital experts on hand and ready to guide you through the whole process from start to finish. 

If you want to know more about Yoyo and how we can help your business, get in touch with one of our directors who will help you “adapt”, “pivot” “change”, but most importantly… come out of this pandemic fighting

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