Pain Relief
PAIN RELIEF: Gaining Management Buy-in
- 8th June
- Martin Newman 15
It’s one thing to champion best practice e-commerce strategy, but getting management on board is a different matter. Martin Newman shows you how.
What are some of the best ways to get buy-in from traditional store managers into the online strategy?
You must incentivise traditional store managers to promote sales through all channels. It’s really important that retailers move their businesses from being ‘multiple channel’ to ‘cross-channel’ where the customer can choose the channel of engagement. But for this to be successful and for the retailer to be able to provide the customer with a seamless and consistent experience irrespective of the channel they engage with, the retailer must have a multi- channel/cross-channel incentive scheme for all staff, otherwise the store staff will feel threatened by the web.
However, it’s also important to educate the store manager and to tell them that for every sale the web takes, it drives four or five sales into the store environment. A successful website will generate more footfall and in-store sales and offer further opportunities to cross-sell to customers.
