Ecommerce Is An Opportunity To Expand Your Brand & Offering Online

Due to our current lockdown situation in South Africa as a result of COVID-19, most brick and mortar store locations, except for essential items traders, have been forced to close their doors. 

Now that President Cyril Ramaphosa has lifted the restriction on Ecommerce sales of non-essential items, more consumers are likely to flock to online retailers. If you're the owner of an Ecommerce store, now is the time to optimise your website or get online if you have not already done so. 

Businesses which are already geared up for Ecommerce are, of course, in an ideal position. However, every retail brand should consider selling products online and starting communicating the option to consumers in order to maximise the opportunities at their fingertips during this time. 

If you already have an Ecommerce website, a great place to start is by conducting an audit of your online store. Are your call-to-action buttons placed correctly and are they easily visible? Have you put your focus on the descriptions and benefits of each product? Is the speed of your website optimised, and do you have the appropriate customer support in place? 

Often what seem to be minor issues can have a significant impact. Neil Patel, a renowned SEO expert, cites 40% of web users abandon sites which take more than three seconds to load. 

Regardless if your site is already in great shape, it's helpful to make some minor adjustments to reflect our current situation. Ensure that you keep your customers informed as to how lockdown has affected the availability of products, shipping time, and more, will give them increased confidence and advocacy when making purchases.

Moreover, consider adjusting your marketing strategy to accommodate for both COVID19 and your shift to an ecommerce focus, as this will be beneficial down the line. Double down on customers who have bought from you in the past and who are familiar with your brand as this is crucial during times of crisis and economic uncertainty. 

Your paid social media and email marketing should take the driver's seat, especially if you want to communicate special offers which could entice repeat business. 

Customer-acquisition costs will more than likely continue to rise during these times, so playing to your existing customers with new, exciting offers is a great way of retaining them.

Create a compelling pitch. 

While many consumers are likely to continue cutting back on spending habits, everyone is still purchasing their essential items which keep them happy and healthy while stuck at home. It's no surprise that food and other necessary items have seen the most significant growth in online sales.

While many businesses are facing various challenges which prevent them from obtaining new customers, brands in the meal prep, beverages and other food-delivery services have found themselves in an ideal position to scoop additional market share and acquire new business. That being said, now that the lockdown restrictions have been alleviated, all online brands have the chance to bolster their marketing messaging to increase online sales. 

When promoting your online store, it's vital to keep your customers' current habits in mind. Regardless of the sector which your online store falls under, focusing your message to illustrate why your brand adds value to their lives is imperative. 

Offering exclusive "reopening" deals is an appealing way to entice your current customer base to make repeat business as well as a great way to appeal to new clients. 

The sky's the limit while everyone is watching their screen.

Regardless of the economic climate, and the lockdown woes experienced by many businesses and people in general, this is a clear opportunity waiting to be taken advantage of.

Most people are sitting at home with nothing to do, or working from home completing their tasks, and both are watching their screen in hope of finding something to catch their eye or peak their interest. 

If your brand and offering speak to them, and give them a reason to engage, this will be how you build your brand further, and amplify your ability to sell through your services or products online.