September 10, 2013 at 6:15 AM

e-Tailing Best Practices – New Mexico Magazine

Strategic Tuesday/Process

By James Glover

Once a Day Marketing

James Glover, That Branding Guy, provides the inspiration and ideas for you to build more mindshare and capture marketshare with your customers in his Once a Day Marketing blog. Tune in often to his short, entertaining and practical marketing and branding tips and watch your organization become more successful and profitable.


Listen to our featured Ask Those Branding Guys radio show podcast: Creating a Great E-Commerce Site

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Strategic Tuesday and we are talking about best practices for creating an online retail environment.

On our radio show Ask Those Branding Guys, we spoke with Ava Salman, e-Commerce Product Manager of New Mexico Magazine. In its 90th year, New Mexico Magazine is the oldest state magazine in the country with 70% of subscribers outside of the state. The retail presence at features items that reflect the spirit of New Mexico and allows subscribers to engage with the brand.

Ava began her online marketing career in the late 1990s with High Country Gardens and shared that in the early days website tools were designed and built from scratch which was very expensive. Today, technology allows any size business to create an online retail presence at a much lower cost.

Ava notes that the two most important aspects of e-tailing are driving traffic to the site and providing a good customer experience. Other key elements of a good e-tailing site include ease of use and clear process.

To get started with online retail, several choices are available for a low monthly cost or with minimal development. Ava recommends using Live Chat to enhance the customer experience by answering product questions that may be barriers to closing the sale.

Once the infrastructure is in place, Ava advises visiting sites that provide a good customer experience to assist you in identifying best practices and components that you would like to include on your own site. Features such as paid return shipping may be expensive. Ensure that items you select align with your business model from a cost perspective.

Don’t forget to plan for both traditional and social media marketing campaigns to drive traffic to your site.

Enjoy the podcast.

Once a Day Marketing™ positions brands to become #1 in the minds of target customers. Visit our website at Contact James Glover at (505) 501-1330 or email Listen to Ask Those Branding Guys™ every Monday at noon (MDT) streaming live on KVSF 101.5 FM.

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