經營網路通路必問經營者的9個問題

經營網路通路必問經營者的9個問題

網路上開店有如上戰場一樣,一個不甚就是血本無歸,經營網路通路品牌更是一個長期抗戰的事業,想要做到好必定要徹底考慮各方面的問題,一個通路運營包含的事項有、採購、廣告行銷、品牌經營策略、電子商務、業務銷售….等事項,想要把通路品牌經營到好,以下幾個問題是經營者都要了解的。

1.你的通路品牌經營策略是甚麼?

市場上的定位?價格最便宜?售後服務最好?VIP路線?快速交貨?產品品質保證?網路通路這麼多,如何針對目標客群經營出通路特色,不同於他通路,才能吸引客戶上門後,產生信任感,並在你的網站消費。

2.商品到底OK不OK?

在產品上架到網路通路之前,要與上游廠商確認商品的品質、規格、特色、到貨流程及時間、是否符合目標客戶的需求、末端價格是否具有競爭力、廠商的售後服務夠不夠力、有無產品的廣告文宣、促銷方案有哪些?是否有經銷合約確保雙方權利義務..等,每一點向廠商要求的資料越齊全,以後出問題的機率就越少,畢竟通路是第一線面對消費者,若廠商出包或消失不見,那所有問題就必須回到通路經營者身上,此問題絕對不能輕易忽視!

3.行銷通路有哪些?

廣告曝光在網路時代變得非常多元,選擇適合商品的廣告曝光的方式,更能事半功倍,不管是業務直銷、電子商務平台開店、還是運用社群網站、blog行銷、關鍵字廣告,一定要詳細列出每一個行銷的通路、並檢討其成效,才能將有限資源運用到極致,產生最大的利潤。有時流量大並不代表甚麼?唯有真正有客戶詢問你的商品時,還是真正有效益的。

4.商品呈現方式是否能讓客戶感動?

當行銷人員把客戶帶到網站上時,不管是商品的描述還是利用blog寫開箱文,這都是客戶在對商品開始產生評估的過程,就像一個實體的業務站在客戶面前跟他解說自家的商品,從網站整體風格氣憤,到文字的描述、圖片展現商品的精緻、影片拍攝出的商品使用情境,都會影響客戶是否會將滑鼠移到購買的按鈕上,所以當身為經營者要不斷把自己當作客戶,或是多多詢問身邊的人,蒐集整個網站的修改意見,不斷改進網站的版面,甚至品牌故事也是客戶對品牌很重要的印象評估之一,永遠只以自己的觀點去看自己的通路品牌,覺得這樣很不錯,為什麼沒客戶買單?那到最後網站也只有你自己會看而已!

5.下單與付費流程是否順暢?

當客戶覺得你商品符合他的需求,開始將商品加入購物車,並填下個人資料時,表示他已經產生購物的衝動,其中付款方式是一個很大的關鍵,不管是運用信用卡、第三方支付、貨到付款,就是要讓客戶在當下直接付錢,只有當消費者的錢從他的口袋落入到你的口袋時,這才是真正賺到錢。當客戶採用匯款的方式時,你也不能掉以輕心,若客戶一段時間沒回應最好透過e-mail、簡訊、客服等方式對客戶表示關心,保持客戶購買的衝動,才不會到手的鴨子飛了。當自己在測試付費流程時,一定要帶入客戶的心態,如何讓他不自覺的把卡刷下去,銷售情境是一個很重大關鍵,只要客戶一個分神,付款的動作就會停止,下次要再抓住這個客戶難度就會變得很大。

6.猶豫的客戶怎麼辦?

有些客戶在看完銷售網站後,還是存在一些疑問或是懶得全部看完,他們通常會透過電話、e-mail、網站上留言,來表達他們的問題,這時客服人員的表現就非常重要,在客戶處於猶豫期時,是在蒐集商品資訊的狀態,可能透過其他通路、網站、blog推薦、親朋好友建議,再決定從哪一個通路購買哪一個商品,客服人員可以透過IM(Line,skype)在第一時間聯繫這些客戶,了解他們的需求甚至進一步Push客戶在網站上下單,其中聯繫客戶的時間是關鍵,越早聯繫,客戶會覺得他的重要性增加,自然對網站通路的信任感增高,成交的機率也越大,如果到最後客戶選擇不是你,也可蒐集客戶不買單的原因,或是其他競業的情報,對於提升用戶體驗有非常大的幫助,客服人員一定要建立回應客戶的SOP,去了解客戶的想法,最為未來改進的指標。

7.有建立會員系統嗎?

不管客戶是從何種管道來的,要想盡辦法留下客戶訊息、建立客戶資料庫,並為客戶下標籤,可針對年齡、性別、地區、購買商品、接觸時間..等建立屬於自己的大數據分析,在現在資訊爆炸的時代,客戶一天接觸的資訊過多,若有這樣的會員系統,你就可以針對可戶的需求,提供給他想要的商品或資訊,進而提高成交的效率。

8.為什麼客戶不買單?

若你認為做一個網站就會有客戶上門那就大錯特錯 ,客戶花錢的原因有很多,主要是對通路品牌的信任感及符合需求,其包含第三方對你的評價、網站設計的風格、網站使用的體驗、購買的氛圍、產品的價格、功用、評價,客服回應的速度…等,以上種種都會影響到客戶是否願意支持你,如果單靠自己想像而忽略來自市場的聲音,或是知道問題卻不去改進,那你的生意永遠都不會好,提升用戶體驗是一個漫長且需持續改進的事情,唯有不斷進步才能在市場上存活下去。

9.品牌經營是誰的事?

一個通路品牌經影起來,絕對不是一個人的事,也許團隊之間有分工,但提昇品牌在市場上的知名度,卻是所有人必須努力的事情,若是有人抱者,這不管我的事,或是我還有別的事情要忙,而忽略掉任何細節,那魔鬼永遠在你身邊。所以無論從甚麼樣事情或角度發現問題一定要立即提出並且提出粗略的解決方式,不管那是不是你應該負責事,這樣才能1+1>3,才不會事業沒做成,夥伴也不見了。

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