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7 iCommerce Tips: Learning From Apple

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In this slideshare, we at Wishpond want to show some of the small stuff Apple does to make its indoctrinated consumers coming back for more.

Apple is the global giant in eCommerce.

Consumers of Apple products are dedicated, loyal followers, to say the least. You will find them lining up for days to be the first to get a new product, engraving a product to give to a loved one, or even spending hours of a day off in a technology store.

Is it a store? Or is it a lifestyle, with its own dogma? And how does a multinational maker of technology devices evoke such an emotional bond with customers?

Your ecommerce store may not be the giant that Apple is, but you can learn from the retail details that Apple uses.

Full text of article available at: http://corp.wishpond.com/blog/2013/02/04/7-icommerce-tips-learning-from-apple/

Publié dans : Business
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7 iCommerce Tips: Learning From Apple

  1. 1. 7 iCommerce Tips:Learning From Apple
  2. 2. Table of Contents 1 Make your online store easy to navigate 2 Keep choices to a minimum 3 Build relationships with your customers, even online 4 Make sure support is always available and accessible 5 Personalize the shopping experience 6 Segregate your social platforms if you have multiple markets 7 Inform and teach your customers to create loyalty
  3. 3. Make your online1 store easy to navigate
  4. 4. Make your online store easy to navigate ● The online store is simple, has the nearly trademarked white space, and clearly defines the five major products Apple sells. ● Product headers are easy to see and navigate through. ● At all times, the “Buy Now” button (in blue) is available for the prospective buyer. ● The product specs are simply laid out and easy to touch or click on, as the customer navigates through the buying process. ● Once in the advanced sales funnel process, the purchaser is directed to very visual choices, making the options very clear and extremely easy to navigate.
  5. 5. What can retailers learn from this? Create a visually pleasing online store and showcase 1 your products with your consumer in mind. Make your sales funnel easy to start on your site. 2 Create distinct “buy” buttons. 3 Keep your products sorted, with distinct navigation buttons. If possible, allow for changes along the sales process without 4 causing problems for your customer.
  6. 6. Keep choices to a2 minimum
  7. 7. Keep choices to a minimum ● Consumers buy when they have fewer choices - too many decisions leave the customer paralyzed in purchasing. ● Apple has hundreds of thousands of products available through its site, yet it keeps choices to a minimum. ● Products are sorted neatly into simple header sections. ● Clicking into one section, leads the consumer into further easy to see and and easy to manage choices. ● A consumer is not overwhelmed, making for a more pleasant shopping experience. ● The buyer is likely to purchase again.
  8. 8. What can retailers learn from this? If you have many products in your store, bundle them 1 in categories. Show your prospective consumer more choices only 2 as they make their way through the sales funnel. Let your consumer know you have options, but dont 3 overwhelm them with too much choice all at once.
  9. 9. Build relationships with your3 customers, even online
  10. 10. Build relationships with your customers, even online ● At Apple, a core aspect of its retail training is customer relationships. on c used d i snt fo focuse ● This applies online and offline." [S]taff tuff, its s s nship ● The eCommerce site is filled with clickable selling ding relatio visuals - the customer is not obliged to buy, il e on bu ing to mak r.” but is welcome to hang out and play around with the product. y te and tr s lives bet ● The site offers a clear, distinct phone number e peopl for ‘questions’. with happy sales staff photographed by taglines of “Get answers before you buy” and “Get support that’s personal”. - Ron Johnson, Former Senior Vice President of Retail ● Additionally, they have an active community Operations at Apple Inc., in section on the site, where customers can ask and answer Apple related topics directly with Harvard Business Review other customers.
  11. 11. What can retailers learn from this? 1 Customers online are just as valuable to your bottom line as customers who walk in to your bricks and mortar store. Treat them as such. Create easy options for your customer to reach you 2 for questions, not just sales and support. 3 Create a community for your customers. You can do this in a forum type outlet, like Apple. You can also do this through your social media sites, such as by setting up common hashtags on Twitter, active posts on Facebook, or unique boards on Pinterest.
  12. 12. Make sure support is always4 available and accessible
  13. 13. Make sure support isalways available andaccessible ● Support is extremely accessible, and always available. ● The online store has distinct visual options for support on all the major products. ● Each leads to an easy to navigate support page with notable topics, resources and contact options. ● Downloadable fixes and updates are at the ready. ● Manuals and video tutorials are simple to access. ● Communities are available to garner support from fellow Apple product users.
  14. 14. What can retailers learn from this? 1 Customers online are just as valuable to your bottom line as customers who walk in to your bricks and mortar store. Treat them as such. 2 Create various options for customer support. For example, keep product manuals on your website. 3 If your product is a particularly technical one, but your consumer is not, make your support team seem friendly. For example, show faces of your staff on your support page.
  15. 15. Personalize the shopping5 experience
  16. 16. Personalize the shopping experience ● Apple is all about being a little bit different, and having individualized, personal choices. ● Apple knows how to customize a product, from a variety of accessories for any of your products, to personal engravings. ● The online store creates a very personal feeling, with many of the products shown with human faces, or interesting places. ● The written content on the site is professional, limited, and colloquial. ● Products like iTunes and Apple TV offer you your choices, anytime, anywhere, and anyhow you like it.
  17. 17. What can retailers learn from this? 1 Offer customized and personalized options for your products. For example, offer gift wrapping services that a customer can choose and personalize. 2 Show your face, or the face of staff or customers (if they are willing) on your site. Pay attention to the tone of your written content on 3 your site. Are you writing to connect with your customer?
  18. 18. Multiple Markets?6 Segregate your social platforms
  19. 19. Multiple Markets?Segregate your social platforms ● Believe it or not, Apple really doesnt do a lot in the way of social media. ● When they do, they have multiple, segregated Facebook and Twitter accounts. ● They use the social sites to promote new songs, movies, apps, TV, books, educational material, and podcasts. ● 2 Facebook Pages: iTunes and Apps ● 7 Twitter handles: music, apps, TV, Movie, iTunesU, Bookstore and Podcasts ● Favorite songs are easily shared by fans to friends. ● Songs, albums and other products are streamlined to purchase with a click from Facebook to iTunes.
  20. 20. What can retailers learn from this? 1 With multiple products targeting multiple markets, set up specific social platforms to interact with your audience. 2 Promote your products, but keep the lifestyle of your consumer in mind, and post about related stuff too. Set up a social store on your Facebook page to make it 3 easy for your fans to purchase your wares, and to share this with their friends. 4 An easy way to set up a social store is through Wishpond’s Social Marketing Suite
  21. 21. Inform and teach to create7 customer loyalty
  22. 22. Inform and teach to create customerloyalty ● Teaching your customers about your products creates loyalty. ● The more informed a consumer is about your product, the more they feel like they know it well, and the more they will appreciate it. ● Apple rules in this domain. The site has: ○ A plethora of cleanly designed videos, and simple how-to’s ○ Detailed specs for every product, with comparisons to other Apple products ○ Manuals and user guides available for every device ○ Easy quick start guides ○ Warranty information ● And, if you still need more information, customer service is available through a clearly marked 1-800 number on the site, or at your nearby Apple store.
  23. 23. What can retailers learn from this? 1 Educate your customers about your product by having easily accessible information on your site. 2 Make simple how-to videos about your products. You can embed these on your online store site, as well as social sites. 3 Include specifications about your product, so that the consumer can choose which product is right for them.
  24. 24. Thank you for viewing!Contact us at sales@wishpond.com for a personal social marketing consultation. wishpond.com Written by: Krista Bunskoek PR & Content Marketing Manager Wishpond @wishpond

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