It’s no secret that eCommerce is here to stay. Are you taking advantage of everything it can do for your business?
In this article, Jason Dailey, CEO and Founder of Brandography, a digital marketing agency with expertise in outdoor sports, explores how retailers and brands can take advantage of eComm channels.
eCommerce Changes to Make Next Year
Use these tips to affect change that gives your business the upper hand both in online spaces and locally.
- Maximize your eCommerce platform. Most website platforms (e.g., Shopify, WooCommerce, Magento, etc.) have built-in tools and functions. You can make front-end and back-end changes to leverage your platform so you can get the most out of your system. These changes include:
- Account History. Help people see what they bought! If they have an account, you know how to remarket and retarget those people.
- Amazon is a great example of this. In your account, you can easily look at sizes and models of past purchases. Now that you’re back on the site, you’re in the perfect place (and mindset) to start shopping).
- Abandoned Cart Tools. If people are leaving, you can use a pop-up offer and follow up with an email. (Fleet Farm does this really well!)
- Integrated Emails to the Shopping Process. Email is a great way to connect with your customers. You can customize emails based on audience segments.
- Think about a jewelry store. Marketing to someone who bought a Rolex versus an engagement ring will benefit from two unique approaches in everything from content to design.
- Account History. Help people see what they bought! If they have an account, you know how to remarket and retarget those people.
- Increase your List and Leverage it Often. Your list is vital to your growth. Be proactive about acquiring potential customers and new prospects. As you nurture your list, always provide value to your customers; don’t just ask for sales. This value can be in the form of promotional, educational, or even include entertainment!
- A note: Be wary of too many promotions—the more often you offer those, the more you train your customers to wait for the next discount. Make sure you’re leveraging your list in a way that extends beyond deep discounts.
- Finally, use this marketing as a place to show off your personality! This can be a great way to nurture brand loyalty and keep those customers coming back.
- Start using SMS. Short Message Service (SMS) is one of the fastest channels for increasing engagement, with open rates as high as 97-98% (much higher than email), making it a highly effective tool for time-sensitive notifications—order updates or flash sales. As a more immediate mode of communication, it’s a good channel for urgent information, such as abandoned cart reminders or sales alerts. Because it’s easy to personalize, SMS is a great way to make your customers feel valued!
- SMS is a relatively low-cost channel with a high ROI, making it an affordable way to boost sales while maintaining strong connections. If you haven’t used it before, I highly recommend trying SMS; otherwise, you may miss vital growth opportunities.
Learn More at Shot Show 2025
Every eCommerce store should implement these strategies or a combination of them over the next 12 mo to increase Recency, Frequency, and Average Order Value (AOV).
Want to hear more about eCommerce changes that can directly impact sales? Jason Dailey will speak at Shot University during the 2025 Shot Show in Las Vegas, Nevada.