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Need help from experts on growing a just built OnlineShop for a Local Jeans/Fashion Store

by Tom Müller
6 replies
Hello Warrior Community

Im reaching out to you, hoping to get some pro input on a project im working on as i do not have a lot of experience in these kinds of projects.

I recently set up an Online Shop for a local Jeans/Fashion store. So they could also sell theyre products online.
Now its on me to get the shop goin.

Essentially theyre selling all the products they have available in CityStore plus sort of "Outlet-Category" with products they removed from Store.

They have a solid client base walking into store everyday. The store is there since almost 20 years and theyre selling high quality brand fashion. Jeans Topic.

We just set up a Facebook and Instagramm account for them. So "school-strategy" would be.

Project one: Monthly Model
Target: Social Media awareness / Visitors at CityStore
We would shout out on social media: Looking for monthly model.
You like and register / you can win / be : Come to the shop. Get styled from bottom to top followed by professional fotoshooting.
Repeated monthly

how to take advantage of local store:
We would hand out 10% off coupon to every customer in CityStore to buy online. And vice versa.
We would let people who visit CityStore know that theres a "Outlet-Category" on our online store with products not available anymore in CityStore.

So thats some examples of steps i would recommend.

now 1: what do you experts think about these?
2: how or what else would you recommend?

Im really looking forward hearing your expert-inputs.
*sorry. Im Swiss and my english might not be perfect. =)

I apreciate your help.

Cheers Tom
#built #experts #growing #jeans or fashion #local #onlineshop #store
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  • Profile picture of the author Jason Kanigan
    Are you using landing pages?

    Are you clear about where your traffic is coming from, and where you are sending them to? (Hint: specific landing page)

    Are you tracking so you can see which traffic sources are converting best?

    How are you capturing leads so you can continue to market to them, and not waste the resources it took to get the visitor to hop over to the site from the traffic source?


    I look at many ecommerce sites every month because they may be a fit with clients of ours. Typically these sites are a jumbled mess. The owner is sending visitors straight to the home page, which results in confusion ("Why am I here? How am I supposed to pick from these 700 unrelated products? Who is this for?!") and departure.

    Free+Shipping has been the best converting initial offer structure. This is displayed on the landing page. The buyer gets this, is offered an immediate upsell to make a profit, and is then in the follow-up system to receive offers of increasing value. Eg. a site centered around barbecues begins with a free+shipping offer for a pair of tongs. When that offer is accepted, they present an upsell for two pairs or another low price but profitable item like an apron. Then the buyer is in the autoresponder, receiving emails offering increasingly valuable related items all the way up to the giant stainless steel barbecue.

    However, in your case I believe all the products are around the same price point, and that is not cheap? So that may not work in this case. I can't imagine Free+Shipping working for a $200 pair of jeans. Maybe a $20 pair.

    What is the average price for a pair of their jeans?

    Can products from the outlet store be used in a free+shipping arrangement? Do you think laddering like this is a possibility?


    Another big issue I see is that these site owners fail to understand what business they are in. They think they are in the barbecue business, or the tech gadget business, or the jeans/fashion business.

    No. They are all in the MARKETING business. And if they want to succeed, they need to start thinking like marketers.

    Where is the storytelling, the value building? No one really cares about 10% Off...it's not enough of a discount to get attention, and if what you attract is deal-seeking buyers you're in trouble already.

    Your client may have a great product line here but in the marketing department they have a long way to go.
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    • Profile picture of the author Tom Müller
      At the very moment, there were zero marketing efforts. So no landing pages, no social media activity, no adwords, no marketing at all.

      So its exciting on one side to have this client because its plane field. On the other hand, theres absolutely no usable information to take as a foundation.

      So my question is: how would you start off. What would be the "StageOneSteps" you would take.

      Lets say:
      Ways to grow Social media following. (Addcampaigns etc.)

      Tipps on how can i take advantage of storeclients. Target growing Online Shop. And also strategies on how to get online buyers to actually walk into the store downtown.

      Thank you

      Prices are rather high. Because theyre selling brand ware. Like Levis, Pepe Jeans n stuff. So here u get CheapJeans right next door at H+M for 30.- as they sell jeansfashion 120.- +
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      • Profile picture of the author Jason Kanigan
        Originally Posted by Tom Müller View Post

        At the very moment, there were zero marketing efforts. So no landing pages, no social media activity, no adwords, no marketing at all.

        So its exciting on one side to have this client because its plane field. On the other hand, theres absolutely no usable information to take as a foundation.

        So my question is: how would you start off. What would be the "StageOneSteps" you would take.

        Lets say:
        Ways to grow Social media following. (Addcampaigns etc.)

        Tipps on how can i take advantage of storeclients. Target growing Online Shop. And also strategies on how to get online buyers to actually walk into the store downtown.

        Thank you

        Prices are rather high. Because theyre selling brand ware. Like Levis, Pepe Jeans n stuff. So here u get CheapJeans right next door at H+M for 30.- as they sell jeansfashion 120.- +
        Good, higher prices support a higher cost of customer acquisition.

        Your first step? Get ONE campaign working. Pick ONE traffic source and start driving visitors to two landing pages with different offers. That's split testing. The key word is "testing"...keep the spend small, go for say 1000 visitors over a couple weeks, and you'll learn something. Start small, scale up later once you've got data.

        Remember to have a method to capture the lead you've paid for. So many people forget to do this...and waste the money they just invested in getting that visitor to come over.

        You might want to look up Red Dress Boutique... they did well with showing pictures of clothing the owner was thinking about bringing in, and having the social media feedback tell her whether to stock it or not. (There's wisdom in crowds is the principle here.) They were on Shark Tank a few years back so you should be able to find a YT vid about their appearance, and articles about what happened. Learn what you can and think about how you could adapt what they did to your client's situation.

        I would also have the floor staff start doing quick and fun video reviews of the jeans, like Zappos staff do for their shoes.

        This has two good effects: one, it produces a lot of content to attract YT viewers, and two, it gives something for those coming in through the leadgen funnel something else to consume. Plus it raises morale.

        Going for the objective of getting a lead to walk into the store is a tall order. That's a big conversion. That person has to get up off their butt and walk or drive over...huge commitment. I think you will fail a lot. Can the jeans not be sold online? That is where I would put my energy into...cost of customer acquisition will be much lower, and so will the cost of fulfillment.

        I imagine getting a lead to become a walk-in will take more touches than one ad, a hop and a landing page, too. An email series with stories and more videos will likely be necessary. IMO walk-ins are the big prize, the brass ring to reach for...and my attention would be focused on producing online sales.
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        > Talk To People To Sell? Solve Your Sales Problems Right Now
        > "Kindle books on Sales by Jason Kanigan"
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        • Profile picture of the author Tom Müller
          Thank you very much,

          Ill keep updating progress if youre interested in knowing.

          Greets from Switzerland

          Tom
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      • Profile picture of the author Steve B
        Originally Posted by Tom Müller View Post

        So my question is: how would you start off. What would be the "StageOneSteps" you would take.



        Tom,


        You've been given some great advice by Jason and Ozi. Two "stage one steps" that I would suggest are:
        1. Develop a customer avatar or profile. If the store has been in operation for years, you should have a description and vision of your perfect customer. That vision may vary slightly for your walk-in traffic and your online traffic. Why do this? The more targeted and specific your marketing and offers, the higher your conversions will typically be. So learn all you can about your perfect customer and design your marketing materials around the wants/needs/desires of that one person.
        2. Do your online market research. Do you thoroughly understand the marketplace for your niche? This is not something you want to be guessing at, or assuming you already know this marketplace well. Learn where your prospects can be found in numbers. Learn who your online competition is and what products they offer, their price points, their policies, and where and how they do their marketing. Don't assume that social media is the best venue for your online marketing. You market research will guide everything you do . . . from where and how to market to staying up to date on the latest fashion trends, styles, related offerings (like accessories). Your research will also help you to establish the best possible brand identity and even eventual partners that you might profitably engage.
        The best to you in this new venture,


        Steve
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  • Profile picture of the author Oziboomer
    Originally Posted by Tom Müller View Post

    Essentially theyre selling all the products they have available in CityStore plus sort of "Outlet-Category" with products they removed from Store.

    They have a solid client base walking into store everyday. The store is there since almost 20 years and theyre selling high quality brand fashion. Jeans Topic.

    We would let people who visit CityStore know that theres a "Outlet-Category" on our online store with products not available anymore in CityStore.
    We sell a discounted range online and premium ranges in our store and one simple way to drive sales to the online clearance items is to install a couple of tablets with the "outlet range" loaded up and allow the discount shopper to order online right there in store.

    Much like the discount shopper will gravitate to a bargain rack, you can set up the area to attract that type of purchaser.

    Get them to register with facebook messenger to get a coupon and to see the discounted prices and you can then increase engagement and market via say manychat or another messenger chat system.

    If you offer some incentive for sharing on social media you will get the benefit of leverage from the purchase.

    You can also run contests or promotions for online shoppers to either win or pre-purchase the latest designs, not necessarily at a discount, but as a way of securing their size in the latest design when if comes out at a premium price.

    Best regards,

    Ozi
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