1 Consult the experts
The first step is to find a platform that will suit your online shop’s needs. “Do your research and have a look what the big players and your competitors are doing,” says Moccia. “Bring in the experts too. Barclays helped me with payment portals and our developers really knew what they were doing. It’s not something you can do yourself, so you need to bring in experts in this field,” he says. “Work with people who know how to reach clients.”
2 Use your client data
“You’ll be surprised at how much data you have that you can use for texts, emails, social and targeted marketing,” adds Moccia. And don’t forget, your online shop has the opportunity to attract customers who aren’t already clients. “An online store is for more than just your clients, it’s for other people’s clients as well. For us, it has opened up a whole world of opportunity,” he says, explaining that by investing in search engine optimisation (SEO) for his website, he was able to reach international customers outside of his database.
3 Add value
“Add value when you can. The biggest drive is cost so keep your pricing competitive,” says Moccia. “Be aware of your competitors’ pricing. If you can come just under that price point then it puts you at an advantage. Our brand partners were able to supply us with freebies, so we filled up parcels with samples that were suitable for that particular client, and put branded stickers on our products so clients would instinctively buy from our salon again when they ran out.”