By Kathy Hagen, data assets specialist, for the Resolutions for Independent Pharmacies blog series
As a data assets specialist, I work with web content daily. On any given day, I could be entering item information, proofing or reviewing it, performing quality control on a client’s website content, or carrying out some combination of these tasks, among other responsibilities. Our Data Assets department is responsible for managing HRG’s vast product data library – not a small task – so I’m very attuned to the importance of accurate, up-to-date data and how it impacts the consumer shopping experience. Is your online content current?
The foremost reason to keep your website content up-to-date is to ensure satisfied customers. Having the most current product information available allows your customers to make well-informed choices. Presenting all of the details printed on the package, accurately, is very important; especially nowadays that allergies and health conditions are so prevalent. Think about ingredients alone. It’s critical that these are correctly represented on your website. Including warnings is also imperative.
Perhaps not as critical, but still vital, is to include product attributes such as size, form, style, quantity, and flavor or scent. These are all key when it comes to the consumer shopping experience because, depending on the category, many of them are near the top of their decision tree.
A product’s directions may impact whether a shopper chooses one item over another, as can whether it was made in the U.S., so include this content on your site, too. Your customers will also appreciate your inclusion of the manufacturer phone number (if provided on packaging), especially if they have allergies and sensitivities and want more clarification about ingredients, production, and processing, etc.
Beyond the package content, you must include the latest image of the product. Images are everything online! Do your best to keep up with package changes and let customers know if there is a discrepancy while you await the newest image.
Now, how can you drive customers to your website? There are a number of tactics you can try. Everyone wants to save money, so offer coupons or test sales on a variety of items. Loyalty programs are also a proven way to encourage consumers to shop on your site as well as come back. If possible, try to utilize reorder reminders and complementary product suggestions for every customer, but definitely make it a facet of your loyalty program.
Make it easy for your customers to order from (and return to) you. Prominently display your phone number so if there are any questions or problems, shoppers can easily reach a service representative for a quick resolution. Offer options for shipping – to the home, to your store, or a partner business – whatever might be most convenient. If it isn’t already, make sure your site is mobile-friendly and has safe and secure payment options. And, just like in brick and mortar outlets, try to never have “empty shelves” or be out of stock of anything, especially your most popular items.
Giving your shoppers a good experience shopping on your site takes some effort, but the loyalty you’ll build is worth it.