Sell More: Post-COVID Black Friday Marketing Tips For Retailers

Sell More: Post-COVID Black Friday Marketing Tips For Retailers

Thanksgiving weekend (from Thanksgiving to Cyber Monday) is one of the biggest shopping events of the year. Black Friday will look different this year as more COVID-19 restrictions are being lifted. It will be a chance for shoppers to re-emerge in store to do their shopping.

This is the perfect opportunity for retailers to attract more shoppers with Black Friday marketing to increase store visits and sales. To take full advantage of the holiday weekend, retailers need to be prepared to meet shopper demand and expectations.

Despite the impact of the pandemic, Black Friday sales in 2020 were surprisingly strong. Although brick-and-mortar stores saw a decline in foot traffic and sales, 2020 was a year for e-commerce. According to Adobe Analytics, online sales in the US went up by a whopping 21.6% from the previous year.

From the same survey, it was reported that 44% of consumers planned to shop small and support local retailers. Compared to previous months, local retailers did see a 545% increase in sales around Black Friday. This is good news for local retailers who want to take advantage of the spending season.

Keep reading to find out how you can take advantage of these trends and increase your retail sales!

6 Retail Store Marketing Tips

1) Improve Your Local Online Presence 

Review your online presence for Black Friday weekend

Research shows that shoppers are looking to Google and conducting searches even more now prior to visiting physical stores. This shows that valid and accurate online information make it easier for shoppers to purchase in-store. This means that, even without an online store, it’s important to improve your online presence.

If your business cannot easily be found online, there’s a large chance that you are losing out on potential shoppers to your competitors. Here is a quick checklist that will help you review how your retail store appears online: 

  • Check to see if you business information and holiday hours are updated on Google My Business.
  • You can use tools like Yext to run a scan of how your business appears on listings / online directories across the web (Google, Yahoo, Bing etc).
  • If you’ve moved or want to be found on more local directories, sign up for a one-time local listing service through services such as The Hoth or Fat Joe.
  • Encourage or even offer a small incentive to get your happy customers to leave a positive review on your Google My Business store profile. Make sure that you reply to customer reviews whether they are good or bad. You’ll want to ensure that your customers are regularly leaving reviews as 90% of customers read online reviews before visiting a business. Click here to find out how you can gather more positive reviews for your retail business. 
  • Retailers with websites need to make sure that their websites are mobile-friendly. You can use Google’s Mobile-Friendly test to check how easy it is for shoppers to view your website on their mobile phones.

2) Engage With Shoppers After The Holiday Weekend Is Over

Black Friday Sale

Over 56% of 2018 Black Friday shoppers still had holiday shopping to complete after the weekend was over. And the majority of shoppers (92%) believed that the strong deals offered over the weekend would continue or improve throughout the rest of the holiday season.

This means that in order to capture this chunk of customers, retailers should build on the existing interest and run promotions or events even after the Black Friday weekend. To reach as many shoppers as possible, run email marketing campaigns possibly together with digital marketing ads to promote your unique products and deals! 

3) Partner Up With A Local Business 

partner up with a local business during Black Friday

It’s hard for small retailers to compete with big-box stores on Black Friday or Cyber Monday. Slashing prices in an attempt to increase traffic and sales just isn’t good for your profit margins. But with 65% of shoppers indicating that good deals are their main motivation for Black Friday weekend shopping, you still need to find ways to stand out.

By partnering with local businesses, you can provide unique deals that shoppers will have a hard time passing up. And this way, you don’t have to risk low profit margins. In fact, you can still sell products at regular price or even at a premium.

The best collaboration strategies include: 

  • Selling products in bundles: Packaging products that complement each other in one product bundle is a great way to increase your store’s average order value. For example, pairing three lipstick shades with a skincare product or, bundling sweaters with a free bag. In order for this strategy to work, it’s obviously a good idea to partner with another retailer that sells complementary products. 
  • Offer partner promotions / discounts: Another effective strategy includes cross-promoting. For example, shoppers will receive 10% off of total sale or free shipping at your partner’s business when they purchase $50 or more at your store. You can print promotional material on your receipts and customers can use this as a voucher. 
  • Host in-store or online events: You can also team up with local businesses to host special events. For example, you could partner up with a nearby restaurant to host a late-night open house or extended seasonal hours. Remember a good chunk of shoppers view Black Friday as something fun – 17% of shoppers see it as a group activity with their friends / family and 21% of shoppers say that it gives them something to do

4) Offer Exclusive Benefits To VIP Shoppers

Black Friday exclusive offers

Black Friday is a great opportunity to strengthen your relationship with your most loyal shoppers. After all, they are best customers and the ones most interested in your products.

By adding exclusivity to your email marketing campaigns, you increase psychological rewards like a sense of belonging and importance. This is why exclusivity makes your promotional offers appear more attractive to shoppers vs. simply pricing and encourages them to visit your store.

Remember – shoppers receive too many emails during this time of year. So make your emails stand out with:

  1. Clear offers in the subject line (for example: Exclusive VIP Sale) 
  2. Personalized subject lines (personalized subject lines are 26% more likely to be opened). Or, you could include the shopper’s first name in the email opening line. 
  3. A short, simple, and to the point message. 

 5) Promote Urgency

Promote urgency during black Friday

The majority of shoppers (92%) believe that strong deals will be offered all throughout the holiday season. And with so many competitors offering deals during the weekend, shoppers are left with a lot of decisions to make. That’s why it’s necessary to create a sense a urgency with your Black Friday marketing campaigns.

Urgency is a widely used marketing tool in retail. And for good reason – creating a sense of urgency in shoppers increases demand and ultimately leads to more purchases. Create an incentive for shoppers to take action by running your promotions for a limited time. One effective way to create time pressure is to include a countdown timer on your website or in your email campaign. Show your shoppers how many days, hours, and minutes are remaining for them to get a deal on their favorite items. 

6) Highlight Stock Availability

Google Local Inventory Ads for Black Friday

Stock availability is a type of FOMO or “Fear Of Missing Out” that encourages shoppers to take action. It’s a good idea to emphasize that certain items are limited or low in stock in your marketing campaigns or on your e-commerce site. If you do not have an online store, it’s a good idea to run Google Local Inventory Ads and take advantage of digital marketing that helps you promote automatically based on product availability. If your POS is linked directly to these type of Google Ads, stock availability will adjust based on real-time shelf quantities and save you the hassle of manual updates.

These ads work by targeting nearby shoppers who are searching online for products that your store sells. Google LIAs are effective because they capture shopper intent at the moment that they are looking to purchase.  Click here to learn how your store can easily implement Google LIAs together with your POS system to increase store sales and foot traffic. 

Omnichannel Shopping Are The New Reality Of Retail

It turns out that these shoppers are more valuable too. 73% of shoppers are not just shopping either fully online or in-store. These people are called omnichannel shoppers who go through their buying experience in more than one way. According to the NRF, shoppers who used more than one way to look for deals spent up to $93 more than the single channel shopper. And according to another study, multi-channel shoppers have a 30% higher lifetime value than those shoppers that only purchase from one channel.

Regardless of what stage you are at, moving your retail business online, consider the strategies above to improve how well you serve your customers online this year during the all-important holiday shopping season.


Want to know more about curbside pickup?

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What Retailers Can Do to Reduce Card Processing Fees

What Retailers Can Do to Reduce Card Processing Fees

One of the most common methods of payment in both traditional and online retail is payment by credit or debit cards. This is particularly true since the pandemic started as more and more shoppers are looking to avoid touching cash and prefer to pay with contactless payment options. After all, card-based payments are reliable and trustworthy ways to accept payments easily. But there are a lot of things to consider when choosing a new payment processor. Here’s what retailers should consider to minimize their costs when signing up with a new card processor:

Type of Payment Options

The type of retail business you have determines the way in which you take payment. There are 3 general types of payment options:

  1. Card Terminals (EMV PIN Pads) for merchants to accept in-person payments
  2. Virtual Terminals for merchants to manually accept payments with the card payer present (e.g. phone or fax payments)
  3. Payment Gateways for customers to make payments themselves in the shopping cart of an online store (e.g. PayPal, Bambora, Stripe, etc.)

Each of these types of payments can be supplied by the same or differing payment processors but they each have different rates. Generally speaking, card terminals have the lowest rates and are considered the most secure because the card holder must be present and / or provide verification with a PIN code. Remember that magnetic stripe readers are not EMV compliant and only chip-and-PIN terminals protect the merchant against chargebacks.


Payment Card Terminal

Expert Tip: While card terminals are EMV compliant and do protect merchants against chargebacks, this is usually only for in-person payments made using chip-and-PIN. Since the pandemic started, more and more retailers are offering contactless (tap) payments. But if you do accept contactless payment as a merchant, you should always check your payment processing policy to see if tap payments have chargeback liability. Many processors do not cover tap payments and so merchants may be on the hook for any chargebacks on such payments. This is why many merchants have a tap limit and it is definitely something a merchant should check if they’re thinking of increasing their tap limit.


Virtual terminals have higher card rates than card terminals but they are still generally lower than payment gateways. Merchants should keep in mind that virtual terminals still open the merchant to chargeback liability. The best way for retailers to minimize the liability exposure is to make sure that there is a customer-signed order agreement and for the merchant to collect as much verification information as possible such as billing address, etc.

Finally, there are payment gateways. This is the payment option for e-commerce which generally has the highest fees as it’s considered the highest risk of the 3 options. Similar to virtual terminals, online payments are liable to chargebacks. Merchants selling online should always check with their gateway payment provider for their chargeback policies and how they can best protect themselves from them.

Types of Payment Processing Fees

Even when you know what payment options work for a retail business, various processors will have offer different types of processing fees:

  1. Flat % Fee + ¢ per transaction
  2. Interchange Plus % + monthly fees
  3. CAD vs. Foreign Currency

Credit card processing fees often range between 1.55%-4% with variable rates from Mastercard, Visa, Discover and American Express. Some credit card processors charge more for particular credits cards (eg. American Express) because American Express relies more heavily on merchant swipe fees and annual fees rather than interest rates (that most other processors make money on).

Everything else being equal, merchants should compare different processing fees based on three factors:

  1. The average number of transactions per month
  2. The average dollar value of every transaction
  3. The total value of all sales processed per month

Here’s an example of how processing fees can be dramatically different based on variations in the 3 factors above. Merchants should always compare the rates between processors before signing a new processing agreement.


Expert Tip: While Interchange Plus rates often work best for retailers with fairly high processing volume (e.g. $1M+ annually), it’s important to consider the type of clientele a merchant has. This is because Interchange Plus processing fees charge different rates based on the type of cards used (e.g. gold cards cost merchants more than standard credit cards). As such retailers who sell luxury or high-end products may be better off with a flat % monthly fee if the majority of their clients are customers with premium or foreign currency cards.


POS Payment Integration

Traditionally, merchant processing is handled separately for in-store and online payments. While this is changing now with a few all-in-one payment solutions coming out, besides the overall cost of the processing fees, the biggest cost to managing retail payments is the amount of resources required to track payments against sales.

After all, reconciling payments received is key to making sure that all funds are received and to quickly find out when there are any operational issues that need to be addressed immediately (e.g. suspicious employee behavior, high refunds, etc.)

This is why more and more retailers are looking for POS that can handle their preferred payment processor whether for online or in-store payments. Having payments automatically recorded in the POS minimizes human error and increases checkout speed which is important for stores with higher traffic.

Individual merchants will value different features but, generally speaking, the more established the retailer, the more important it is for the merchant to minimize sales-based fees that take a percentage of sales. While some software solutions have low (or even no) monthly costs, it’s usually because they charge higher than average % fees and / or restrict you from choosing other payment options by charging additional transaction fees on top of the regular payment fees. Others like TAKU Retail charge a flat monthly software fee with no additional sales-based % fees.

Other things to look out for in a retail POS is whether it allows refunds in-store regardless of where a payment is received. Many systems were designed to accept sales separately from different sales channels. As such, it can be a hassle to manage returns and accept refunds in separate systems. Systems like TAKU Retail allow merchants to manage even online returns with store-based refunds or exchanges. This allows merchants to not only encourage exchanges instead of refunds to avoid losing the entire sale, but it allows merchants to refund with lower cost payments options such as cash or debit as many payment processors charge the same rate for refunds as for sales.

Other Things to Consider

Retailers also need to be wary of other a few other factors when choosing their credit card processors to ensure that they are well-protected and aware of the real cost:

  1. The amount of time required (withholding period) for funds to be deposited into the company bank account.
  2. Whether processing fees are deducted upfront (Net Deposits) or at the end of every month (Gross Deposits) – net deposits can be harder for bank reconciliations as the original sales amounts won’t be on monthly statements.
  3. Whether payment processing statements are all-in-one or separate for different sales channels.
  4. Whether there are additional monthly fees and minimums.

Want to read more articles? You can find our latest article on retail shrinkage here

Why use a Clicks-to-Bricks strategy

Why use a Clicks-to-Bricks strategy

It’s no secret that retail is no longer a one-step shopping experience. Customers want the flexibility of taking their in-store experience online and vice versa. In 2020, Walmart responded to the global pandemic by improving their omnichannel experience and adding more square footage to their stores for online order fulfillment. This helped them achieve a 97% spike in e-commerce sales.

A study by First Insight showed that customers in many categories still prefer in-store shopping versus buying online. In particular, the study showed that over 70% of shoppers are more likely to make impulse purchases or buy more in store, because of the merchandising and customer experience.

It’s just that the pandemic has made it more likely that the customer journey starts online, even if the actual purchase happens in a physical store. As such, for traditional merchants, it’s not about whether customers are shopping more online or in-store. It’s about needing to serve customers across multiple channels, often at the same time. This is why the entire omnichannel shopping experience is increasingly important.

But if you’re a traditional retailer just starting out in this brave, new world, where do you start? Changing store processes to serve omnichannel shoppers isn’t something that can happen overnight. This is where “clicks-to-bricks” strategies come in.

5 steps to moving a physical store online from clicks-to-bricks

Clicks-to-bricks simply refers to strategies that focus on using “digital storefronts” or “pre-shopping discovery” online to drive foot traffic into stores instead of encouraging customers to mainly shop online. Even if you offer delivery, there are a lot of benefits to focusing on store-driven online shopping.

Top 5 Advantages of a Clicks-to-Bricks Strategy

  1. It maximizes local awareness of your business online. During the pandemic, a lot of businesses focused on selling online and neglected the fact that store shoppers also start their buying journey online. Whether it’s checking store hours or stock availability, being found online is key to offering a smooth customer experience. The easier it is for shoppers to find you online, the more likely they are to purchase from you as compared to some of your competitors who may not be as easy to find.
  2. It increases sales per shopper. Shoppers buy more when shopping in store. Retailers want customers to buy in store because they are more likely to make additional impulse buys with higher margins. If store products are linked to online search with tools such as Google’s See What’s In Store (SWIS) or Local Inventory Ads (LIA), you’ll get store shoppers that walk in “ready to buy” as they already know what you carry and have on your shelves. In fact, helping customers “pre-shop” or “discover” products online can drive more traffic to both physical and online stores. This will increase overall sales per shopper as you’re able to serve shoppers in multiple channels.
  3. It maximizes profitability. Besides bigger basket sizes, using online awareness to drive higher quality foot traffic to your store means that you’ll be spending less in marketing for higher sales. If you use omnichannel tools that link your store data with online research, you can even save on the cost of having employees or agencies manage your product information online.
  4. It gives you useful customer insights. Connecting with customers on multiple channels means more opportunities to gather information about your customers. Whether it is an email address or a physical address, having more data increases retailers’ insights into their customers and their buying habits, making marketing easier and cheaper over time.
  5. It gives you useful inventory insights. Knowing what sells well on which channel allows retailers to sell and target specific segments when releasing new products or product lines.

Want to learn more about in-store merchandising?

Merchandising on a Budget
How to Set Prices on Your Inventory

How to Set Prices on Your Inventory

The bottom line is, you want to make a profit with your business. This means selling products and services that customers want and are willing to pay for at the price you are selling. Finding that point can be confusing to many business owners: balancing margins and finding out the going market price are things to consider before releasing a new product. The wrong strategy could lead to large financial losses; we have created a pricing guide to help retailers get to the other side and find the right pricing strategy for your business.

Cost-based pricing

This is the most straightforward way to determine sell prices. This method is not related to market pricing and sets prices based only on actual costs. In this case, retailers estimate all fixed (e.g. purchase cost) and a share of variable costs (e.g. overhead costs that you have to pay even without any sales such as rent, payroll or utilities) to determine the sell price of a product. This method is most commonly used in product categories that are highly competitive where market prices are relatively known. Staple products or commodities are common examples.

Cost-plus pricing

Instead of adding the actual overhead cost of the business, cost-plus pricing is a lot easier to calculate as it assumes a specific fixed markup percentage to a product’s purchase cost. For example, some merchants will simply multiply the cost to buy a product by a factor of 2x to 3x. This is called the price markup. While this method is much easier to use, it is important for retailers to make sure that the markup percentage is enough to meet your target rate of return (profit) and to periodically review the markup to make sure that it is still suitable.

Value or market-based pricing

This is the most common method in industries where the perceived value of a product is highly driven by emotion or lack of availability such as fashion, art, luxury cars or concessions at sporting events. Essentially, this method sets prices mainly based on the perceived or estimated value of a product or service to the customer rather than according to the cost of the product or historical prices. This is commonly used by retailers with deep understanding of brand building, market pricing, managing exclusivity and valuing the benefit to a customer versus how much she or he is willing to pay.

inventory pricing

While market-based pricing is constantly changing, and therefore more sophisticated to manage, with newer technology, it is increasingly possible for retailers to incorporate value-based pricing into their pricing strategy to avoid “leaving money on the table.” It’s also worth pointing out that the increasing number of merchants going online has also made pricing in some categories more transparent which increases price competition and can drive pricing lower. It’s why many premium brands enforce MSRP on their online retailers (e.g. Apple) and more merchants are selling their own branded products online today as these categories are the most likely to be successful since supply can be more easily controlled and substitutes are less available.

Penetration pricing

Introducing new products into the market by lowering price is a strategy that some retailers use to introduce their products into a saturated market. This is a good chance to build brand loyalty and to get new customers to try your products.

Although it may seem intuitive to jump into the market with this strategy to gather as many customers as possible, this strategy does have some drawbacks. Raising prices (after the initial release) often leads to some reluctance from customers, so proceed with caution.

Sensitivity to price changes

All of the pricing methods above should not be applied without considering whether a product is price elastic or inelastic. Price elasticity refers to how sensitive price changes will have on the demand for a product. For some products, demand will change significantly if prices are changed and vice versa. A classic example is grocery store bread. Unless brand loyalty is strong or there is a special product feature, bread pricing tends to be elastic: as price increases, the demand will decline.

Price elasticity is useful as it gives you a sense of how much you can adjust pricing without significantly affecting the demand for your product. It’s important to remember that many products have category thresholds. This means that even if you sell an product that is price inelastic or not sensitive to price changes (e.g. luxury purses), the market will have a perception of the maximum a buyer is willing to pay.

Similarly, it is important to remember that demand sensitivity is also impacted by the availability of substitutes or competitors. So if you sell in a category that has a lot of competitors with similar alternative products, the demand for your products will most likely be more sensitive to price changes since it’s easier for your buyers to find replacements.


Want to read more on how to manage inventory effectively?

inventory management

What is Inventory Control and Why is it Important?

What is Inventory Control and Why is it Important?

Inventory control helps retailers determine what products are selling well versus the ones that are not. Having stock control helps retailers make the most profit with their inventory. This gives retailers an indication on how much more or less stock they need. This, in turn, helps reduce operational and storage expenses.

This is especially important for brick-and-mortar retailers because controlling the amount of stock they have on hand is directly related to customer satisfaction and how much profit they make on their inventory. Understanding how to manage this is vital to a retailer’s success since inventory is the largest resource and use of cashflow for every merchant.


TAKU Retail client, Kam Wai Dim Sum, raves about TAKU’s reporting functions. Thanks to TAKU, they are now able to use their POS system to track their daily sales and know which are their best performing items. Read more here.

Maintaining a minimum stock level means stores have to keep a minimum number of products in stock to make sure they are always able to replenish their shelves easily. This is especially so with retailers during busy and uncertain seasons: this could mean extended delivery delays or stockouts. Instead of guessing or approximating, retailers need to calculate the ratio of delivery times to stock levels so that they are optimizing their inventory and lowering their operational costs.

Keeping tabs of stock levels and maintaining a healthy and lean stock level means that retailers are able allocate resources to new products to satisfy new customer wants and needs. Having a higher turnover is a positive sign for retailers because it means that they are able to sell more and make more sales.

Tips for Better Retail Inventory Control:

  • Using real-time retail POS software that tracks inventory movement across all channels based on actual stock levels
  • Using a barcode scanner to accurately track products as they are sold or received
  • Running inventory counts to make sure that stock levels in the POS match the quantities actually on the shelves
  • Tracking the sale of inventory items to know which products are bestsellers and which items don’t need to be re-stocked

By always having some stock on hand and determining your ideal reorder days, retailers do not ever have to worry about running out of certain items and long lead times. Knowing what stores have in-stock may seem straightforward with a single store location. But it is a lot more difficult for multi-location retailers to track inventory across different locations and manage returns and exchanges easily. This is especially true as retailers today often sell the products both in-store and online. TAKU Retail’s inventory management capabilities mean that retailers are able to automatically see real-time inventory levels at all times, regardless of how many locations or online sales channels they are selling in.


Learn more about TAKU Retail’s inventory management capabilities.

How to Market Online During COVID-19 with Confidence

How to Market Online During COVID-19 with Confidence


To read more about how to be found by local shoppers, click here.
 

How easy is it for customers to find you online?

When you open an online store, attracting traffic or site visitors is very different from attracting foot traffic to your physical store. In fact, it can be even harder for shoppers to find you because there isn’t an equivalent to “street traffic” online. If you have a new online store that does not rank online in search results, would-be shoppers would need to know the exact website address to be able to find you.

This is why it’s common for a new web store to receive very little traffic in the beginning without any marketing. This is particularly true with brick and mortar first retailers as established stores often start online stores as secondary channels or even just as online catalogues. And even though the current COVID-19 crisis has driven many shoppers online, being found is still an issue when your web store is new. In order to get regular customers and traffic to your site, it’s going to take some effort on your part to promote and market your online shop.

Below you’ll find some easy and cost-effective ways to start promoting your online store to both new and existing customers.


6 tips to increase online presence

  1. Adding live chat to your website
  2. Using automated email campaigns
  3. FREE Google Shopping listings
  4. Selling on Facebook and Instagram
  5. Retargeting ads
  6. Optimizing the checkout process

How to drive more e-commerce sales

Facebook Messenger
Live chat on a website

1. Adding live chat to your website

Adding live chat to your online store allows you to chat directly with your website visitors in real-time. It’s a must-have tool for any online retailer as it’s one of the best ways to answer customer questions right when they are on your site and encourage immediate sales. 

Instant messenger applications such as Facebook Messenger make it easy for retailers to add live chat to their site and take advantage of its many benefits. After all, millions of people already communicate through Facebook Messenger daily, presenting a huge market for retailers to tap into. Additionally, many e-commerce software providers (including TAKU eCommerce) offer direct integrations to Facebook Messenger – for free!

Click here to find out more about adding live chat to your TAKU online store. 

The following are some of the ways your business can benefit from adding live chat to your website: 

  • Reduced expenses: Traditional customer service and support teams usually operate via phone. But this can be costly – in terms of costs per employee and toll charges. For smaller retailers especially, a free live chat platform such as Facebook Messenger can help reduce costs substantially. 
  • Increased sales: According to a study done by CrazyEgg, 38% of customers are more likely to buy from a company that offers live chat support. 
  • Improved customer service and loyalty: Customers appreciate having access to live chat support as it leads to faster problem resolution and improved customer service. Live chat also results in more loyal customers; 51% of shoppers are more likely to stay with or buy again from a company if they offer live chat support. Even if your live chat is not available 24/7, shoppers are increasingly comfortable asking “chatbots” for help after hours to find information or to send a message to the team.
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Automated abandoned cart email

2. Using automated email campaigns

Email marketing continues to be one of the highest performing marketing channels in terms of return on investment (ROI). According to Hubspot, email generates $38 for every $1 spent, resulting in an outstanding 3,800% ROI

As a retailer selling online, the best way to gain subscribers and have your emails stand out is to use email automation. For those not familiar with email automation, these are marketing tools that allow you to send out targeted messages at certain times or based on specific actions. For example, you can create email campaigns that automatically remind customers of the products they were interested in, encourage shoppers to buy products that they added to their online shopping carts but didn’t purchase (automated abandoned cart emails), or simply thank them for being loyal customers. 

Basically, automated email campaigns give you the ability to use analytics to create an individualized email for each of your customers. And the benefits are numerous; you can encourage the first purchase, increase loyalty and drive repeat purchases, and re-engage inactive customers. As a result, you build personalized relationships with customers while increasing your revenue. 

Google Shopping
Google Shopping Listings

3. FREE Google Shopping listings 

In light of the COVID-19 outbreak, Google just recently announced the launch of unpaid Product Listings. Beginning on April 27th, 2020, U.S. retailers will be able to sell on Google for free with Google Shopping. While it will initially launch in the States only, Google does have plans to expand this globally before the end of year. Click here to learn more. 

Google Shopping Ads have proven to be one of the most effective ways to drive e-commerce sales. The ads appear above organic search results in Google and consist of a product image, rating, price, and store information. To learn more about Google Shopping, click here.

They have become a popular option for many ecommerce merchants and for good reason; they have a 30% higher conversion rate compared to text only ads. Below are some of the key benefits of Google Shopping:

  • Attract better store traffic: product ads are displayed based on the keywords a user searches for. For example, if a user conducts a search for “pet food”, Product Listings of pet stores will be shown. If a user isn’t interested in your products, your ads won’t be displayed – which brings us to the next point. 
  • Higher ROI: Google Product Listings have a higher conversion rate due to the fact that they drive relevant traffic. This means more relevant traffic to your online store at a lower cost per click. 
  • Stand out: Google Product Listings instantly grab the attention of users as they are the only ads in search results that contain photos.  
  • Broad reach: Multiple products can appear under a single search which means more exposure for your store and products.
Instagram Shop
An example of an Instagram shop

4. Selling on Facebook and Instagram 

Facebook and Instagram remain the most popular social media platforms with both applications amassing billions of daily active users. Taking advantage of the popularity of both social media channels can help you reach new customers and sell more. 

Think about it this way: your customers are already on social media. Adding a way for them to browse and purchase your products directly on each platform gives your brand increased visibility. And it makes it easier for shoppers to buy your products –  all they have to do is click on the “Shop” or “Store” tab to view your products. 

It takes just a few clicks to start selling on Facebook or Instagram with TAKU eCommerce. Click here to learn more. 

The following are some ways you can drive more traffic to your store with Facebook Shop: 

  • List store details such as your store address, phone, website, temporary service changes etc. This makes your business more accessible because it makes it easier for potential shoppers to find your business when they search Facebook. 
  • Share content about your online store including special offers, new products, contests etc. 
  • Use Facebook Ads to target a specific type of shopper, build brand loyalty, and increase your online sales. 

Follow these tips to sell more on Instagram: 

  • 60% of Instagram users rely on the platform to find products so make sure to use high quality product photos
  • Take advantage of user-generated content (customer photos). Let your customers serve as your best billboards and encourage shoppers to tag your brand with photos of their latest purchases.
  • Use Instagram Ads such as Stories and Carousels to target customers shopping on Instagram. 
Facebook Retargeting Ad
An example of a Facebook Retargeting Ad

5. Retargeting Ads 

Retargeting ads are effective at re-engaging customers who haven’t purchased on their previous visit to your online store. In fact, shoppers who see retargeting ads are 70% more likely to convert.

Basically, retargeting is a form of online advertising that targets users based on their past behavior on your website. Chances are, you’ve been exposed to retargeting ads yourself at one point or another. For example, after browsing through some clothes online you may have noticed ads popping up on your social media advertising the specific clothes and store you were just viewing.

Retargeting ads are very effective at encouraging shoppers to “finish” their sale and generally cost less than regular social media ads. But it’s important to remember that they are only effective if you are already receiving a reasonable amount of website traffic as they will only be able target people who have already visited your online store.

The most popular methods of retargeting include using the Facebook pixel or Google Adwords. The Facebook pixel is essentially a small software code that “follows” your customers as they browse your online store and allows Facebook to advertise to them after. 

You can start retargeting in minutes with TAKU eCommerce’s built-in integration with the Facebook pixel. Alternatively, you can download the retargeting app for Google and Facebook. Learn more here.

If you prefer to target customers using Google Adwords, you must add Google Analytics to your store and connect it with your Google Adwords account. Learn more here.

Remember: When you use remarketing strategies, you are collecting extra information about your site visitors and customers, which means you must update your privacy policy. 

Optimize the online checkout process

6. Optimize the checkout process

Retailers who are looking for ways to increase their online revenue often overlook the importance of checkout optimization. But in order to reduce checkout abandonment and improve your conversion rate, it’s important to create the best checkout experience possible. 

The following are some ways to create the optimal e-commerce checkout experience: 

  • Optimize the checkout experience for mobile: The majority of online shopping is done on mobile devices. When you are developing your layout, ensure your design is mobile-responsive. If you are not design or tech savvy, consider choosing an e-commerce provider with premade layouts. All of TAKU eCommerce’s pre-made themes are mobile-friendly but whatever platform you are using, make sure to always check your website on every device (desktop, tablet, mobile) once it’s published to make sure everything is re-sizing correctly.
  • Add custom messages at checkout: Display any important information to your customers at checkout. For example, you can draw your customers’ attention to special offers, remind them of your shipping/return policies, remind them that they will receive an email confirmation, etc. 
  • Be transparent about costs: Unexpected costs are the number one cause of cart abandonment in the online shopping world. Make sure to provide as many details as possible by including a subtotal, shipping fees, applicable taxes, and a final order total.

We hope you found this article helpful.

Keep an eye out on our blog for more e-commerce marketing tips and strategies.

In the meantime, learn more about how you grow your retail business online with TAKU eCommerce.