Retail Observer

RETAILOBSERVER.COM AUGUST 2020 52 T here can be no doubt that dealers' transactional websites kept their businesses going during the state-mandated COVID lockdowns. In particular, members of the BrandSource buying group enjoyed triple-digit increases in their digital sales while consumers sheltered in place, and most retail authorities are convinced that customers' penchant for shopping online will continue long after the coronavirus recedes. To help BrandSource dealers further maximize their online sales opportunities and achieve the biggest bang for their website bucks, AVB Marketing, a unit of BrandSource parent AVB Inc., compiled a "Top 5 Checklist" of essential transactional tools. All of the e-commerce enhancements are available to the group's appliance, home furnishings and consumer tech dealers through their BrandSource membership. Topping the list is live chat, which AVB Marketing describes as one of the strongest website elements for customer engagement and satisfaction. More than 150 BrandSource members have implemented live chat in recent weeks, choosing from multiple options such as AVB's own CONNEQT platform, to more advanced solutions like Podium. Regardless of the implementation they choose, BrandSource is offering a $50 monthly credit through year's end to members who adopt a chat feature. Second on the checklist is flagging products that are in stock. Shoppers select the in-stock button 40 percent more than any other filter, AVB Marketing said, underscoring the importance to consumers of inventory availability. This is particularly relevant for major appliances, which are often replacement purchases made under duress, and supplies of which have been strained this season. BrandSource members can manage their in-stock products online through full POS integration with real-time inventory by location. No. 3 on the chart is transactional checkout, which helps make the online shopping experience seamless by offering customers multiple payment options through various payment gateways. Payment options for BrandSource members include PayPal/ Amazon Pay, pay by credit card, the BrandSource/Citi card, and no-credit options, among others. Dealers should also provide a mobile-optimized one-page checkout for customers shopping by phone or tablet. The fourth recommendation is creation of custom product catalogs. Consumers are drawn to deals, and featured catalogs offering in-stock, scratch-and-dent, "hot buys" or clearance items are the most popular pages on e-commerce sites. Dealers can also create catalogs on the fly to tout special events such as tent sales, anniversary sales or holiday promotions; dealers can also use shoppable promotional landing pages to both promote and transact on the same page. Last but hardly least is the inclusion of product add-ons at checkout. Examples of high-margin attachments include: • Extended warranties • Delivery, haul-away and installation services • Installation accessories • Mattress protectors • Adjustable bases Offering these options at checkout gives online consumers a frictionless shopping experience and will be a boon to the dealer's bottom line. Alan Wolf Technology of Business Trends AVB'S TOP 5 DIGITAL TOOLS FOR WINNING ONLINE RO Alan Wolf is Senior Communications Specialist for AVB/ BrandSource, the nation's leading merchandising and marketing co-op for independent appliance, consumer tech and home furnishings dealers.

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