Create explicit shop concept to acquire prospects accurately.

17Mar - by OnoHaruyo - 0 - In Improvement of websites for Repeat Strategy

To implement Repeat Strategy, you need to think “What am I selling on my online shopping site?” It’s called “shop concept”.

Baby

Repeat Strategy includes the following steps:

  1. Acquire prospects.
  2. Attract them with shop concept, contents, products etc.
  3. Get first-time customers.
  4. Foster first-time customers to repeat customers.

First, you need to think about who is your target and what you are selling to them because if you acquire an irrelevant audience, the result of “the rate of first-time purchasers” will be bad.

As I mentioned in another article, Some facts that will make you interested in Repeat strategy, it’s important to improve the rate of first-time purchasers. For this, acquiring prospects accurately is the first thing to consider.

1.What are you selling on your online shopping website?

If you are a shop owner and sells clothes for kids, what do you think about “What am I selling?”.

“I am selling clothing” is not the good answer. Consumers buy the products not only because of the functions but also the benefits that they feel satisfied when using the products. You need to settle the benefits as your shop concept in order to acquire prospects accurately.

A Product consists of 3 layers. Function, Benefit, and Symbol.

“I am selling clothing” is not the good answer. Consumers buy the products not only because of the functions but also the benefits that they feel satisfied when using the products. You need to settle the benefits as your shop concept in order to acquire prospects accurately.

A Product consists of 3 layers. Function, Benefit, and Symbol.

products

Function – The functions that the product has.
Benefit – The positive feelings that consumers will have by using the product.
Symbol – Simple expression to differentiate the product from its competitors.

There is a wide variety of similar products in Japan and all of them have sufficient quality in terms of its functions.

If you think, “I am selling clothes for kids”, there are many competitors in Japan. Most of them, their target markets are the parents of the kids and sell excellent products with good design, using natural materials, and reasonable price!

It’s necessary to generate new benefits by revaluing its functions to avoid entering the red ocean.

If you think, “I am selling the fun time for the grandparents to have their grandchildren visiting their house. My targets are the grandparents who love to buy clothes for their grandchildren. When they wear the clothes given by them and when they visit their homes the grandparents will be happy”, there are few competitors.

shop consept

You will consider designing your shop for the grandparents. How do they choose to clothe for their grandchildren? and How can I sell it?

Consumers will not buy products while only looking at its functions. The benefit is important. It is generated by the shop and give the consumers new “realization”. They will realize “It’s pretty good and new lifestyle! I want to buy the item!” through your shop concept.

Looking for niche markets and considering its benefits is a great way to think “What am I selling?”, the shop concept.

2.Express your concept in your online shopping site and use it as the guideline for everything.

The explicit concept of business will become the clear guideline for everything that you need to decide.

Once you settle your shop concept, whenever you decide something, you should decide everything based on it. When you consider which products to stock, customer service to provide and how to design your shop, look at the concept.

After defining your shop concept, it’s good to express the ideas on your E-commerce website in order to acquire prospects accurately who sympathize with the concept.

This is the first thing to implement Repeat Strategy.

3.Offer customer reviews to enhance the realization for prospects.

You have created new benefits so you hope that consumers will realize the concept as their new value. Without the realization, they would not think “I want to buy the item!”

Reading only one page, “our concept”, is not enough information for consumers to understand your shop concept. They will doubt whether it’s worthy of trust because they always see a lot of dazzling advertisements. Looking at the whole business expression, they will judge if it’s a reliable shop to buy.

Placing Customer reviews is one of the key factors to propose to consumers your concept.

Existing customers are people who know and understand your concept. Use their feedback to persuade consumers. It helps prospects to better understand your concept.