Ahead of our ‘E-commerce Special - Q&A’ webinar on Tuesday, 27 January (not yet registered? register here), I thought I would whet your appetite with a top tip from each of our panelists:
- Understand the power of customer experience: In the world of direct-to-consumer publishing, every touchpoint matters. A late delivery, damaged parcel, or incorrect item can easily erode the trust you’ve built with your readers. On the other hand, a well-packaged order that arrives quickly and looks professional reinforces your brand’s credibility. (Jamie Wren, group commercial director, InterSend)
- Treat product stories as part of the customer experience: In mission-driven e-commerce, the story behind the product is as important as the product itself. Use product pages, pre and post-purchase communications to reinforce impact. Customers who understand the ‘why’ return more often and share more readily. (Nashitha Suren, group consumer revenues marketing director, Big Issue)
- Create added value for audiences: To drive direct engagement with content, offer more personalised, curated shopping research experiences which cannot be replicated elsewhere. (Beth Crane, director of commercial growth, Immediate Media)
- Don’t go with a small, publishing-specific e-commerce checkout. It will be a problem as you grow. These systems should be about driving growth, not preventing it. (Stewart Robinson, managing director, Full Fat Things)
- The classic... keep testing products, copy, communication methods, pricing to engage your audience. (Jill Tytherleigh, head of e-commerce and product development, London Review of Books)
- Look into print-on-demand merchandise suppliers. This removes all the distribution and stocking hassle with zero upfront costs, allowing you to test products and designs without financial risk. (Mark Alker, co-founder, Singletrack World)
- Diversify payment options: Reduce reliance on traditional credit cards and expand into other types such as digital wallets and direct debit. This maximises reach without requiring cutting edge technology. (Philippe van Mastrigt, managing director (Europe), AdvantageCS)
- Invest in data visibility and CX: Ensure you have real-time access to key supply chain data from print job status to final-mile delivery and use it to provide proactive, transparent communication with customers. (Andy Haylar, global e-commerce & technology director, Air Business)
You can hear more insights from our experts and put your questions to them at the webinar – look forward to you joining us on the 27th.
You can catch James Evelegh’s regular column in the InPubWeekly newsletter, which you can register to receive here.
