Retail Observer

RETAILOBSERVER.COM OCTOBER 2019 52 T he Internet is crammed with content-rich high-quality websites that are designed to attract and keep customers. The basic features of those sites include consumer reviews, easily navigable menus, extensive catalogs with photos and detailed information, and interactive chat that lets visitors get immediate help. We all know these features are essential to stay competitive online. But they're really just the starting point. The next step is to persuade your online customers to come into your store. Today's consumers want to feel that they are buying into an idea or a lifestyle. Discounts and special financing are carryovers from television, radio and print advertising. When you're advertising online, especially on social media, the best way to set yourself apart is by building a brand that makes a strong statement about an attractive lifestyle and a set of expansive ideas. In today's marketplace, lower prices and better customer service are assumed. To differentiate yourself, you'll need to appeal to your customers' interests and ideals. Why do people choose one company over another, when both are selling similar products and services? Whether today's consumers are looking to buy cars, clothing or jewelry, it's culture that determines which company will get their business. It's why the most successful salespeople know how to appeal to the hot topics customers are engaged with. They know how to appeal to the customer's ideals and sense of style. Are you thinking Apple? Are you doing business in an area where the updated farmhouse look is hot? Maybe that will be a key lifestyle driver for your website. You can use social media to share ideas on how to repurpose existing parts of a house during a remodel, or post a video tutorial on how to grow a tomato planter garden on your back deck. If you're in a coastal area you might want to share stories on how your company is contributing to wetland conservation. The idea is to create a culture that your customer can relate to, so that they'll be inspired to join your brand. And, of course, you'll get a lot farther if you're being completely sincere – when you're actually stepping into the customer's shoes and serving them, instead of just tricking-out your website to get them to buy. Once the consumer is in your store, make sure the theme and décor match the image you're projecting online. Once the customer feels your sincerity, they'll tell their circle of friends how you "get them" and they "get you." Whether you're advertising, updating your website or posting to social media, make sure your theme and message are genuine. If they aren't, consumers will be able to see through your efforts right away. Don't just make it all about product and price. Centering your messaging around something larger than furniture will help draw your kind of customers. If you can do it, you won't just be creating loyal customers, but vocal advocates for your store and your brand. Johnny Lamp Furniture Trends ATTRACTING NEW CUSTOMERS IN THE DIGITAL AGE RO Johnny Lamp, Director of Furniture Nationwide Marketing Group

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