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Integrated Marketing On Your Site
August 14, 2007

I found an article online, geared toward consumers, discussing how stores use integrated marketing techniques in their kiosks to help persuade impulse buying.  A grocery store puts the green beans and the dried onions together so a person doesn't hunt for all the ingredients of a green bean casserole.  Most stores view these type of techniques as serving a dual purpose: the consumer views it as a convenience and the stores use it to help promote impulse buying.  When setting up the same type of display on your web site, ask yourself the following questions:

1. What works well together?  The jeans work with the shoes that work with the jewelry, or the power saw works with the wood that works with the deck manual...
2. How will they use it?  Does it make sense for the items to appear together on a page?
3. Why should they buy it?  Is there a discount if they buy everything together (10% off total purchase or free shipping)
4. Is the price reasonable?  Place a couple less expensive item with the more expensive one to help create a "bargain".
5. Use the technique, "Others who have bought this may also be interested in this..."

Making online shopping easier for your customers ensures that you both win:  they get the products they want in a quick and easy fashion and you enhance your bottom line.

Posted by Suze Bragg on August 14, 2007 | Comments (0)