A: Offer a unique voice, expert advice and personalized service.
We think it is both an opportunity and a challenge for the smaller retailers.
There is a growing awareness and desire to shop with the smaller retailer if possible. However, the challenge continues to be the Super Sites like Amazon, Zappos, Walmart where the consumer can do one-stop shopping and the retailer has the money to invest in technology and not only keep up with the consumers expectations but set those expectations too. Furthermore they tend to offer more competitive prices than the smaller retailer is able to do.
But we do believe that many smaller pure-play retailers have been creating a unique voice for themselves through social and unique content. Many of our clients have been updating their sites to mix, social as well as expert content within their e-commerce sites to solidly set them apart from the largest of big-box retailers and be considered experts in their vertical.
Those who are challenged with achieving this expertise in the market, need to create brand awareness through SEO improvements. Smaller retailers must also try to be competitive pricewise and offer the value-added services that will further set them apart from the wholesalers, distributors, and manufacturers who may be less consumer-centric. These services could include personalization (free gift wrapping), valuable content, promotions, and community offerings.
It is also important that all retailers big or small are appropriately prepared for 2012 and that means being both mobile- and iPad-ready right now. 12% of 2011 holiday traffic was conducted through a mobile or iPad device and they those numbers are rapidly increasing. You are already behind if you do not have a mobile or iPad solution and not even at the starting line if it is not on your 2012 priority list.
