Printwear

February '16

For the Business of Apparel Decorating

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O ne of the most basic sales prin- ciples is never leave money on the table. You want to make sure that while you have a customer's attention, you do not miss an opportunity to offer add-on products or upsell. It's a proven technique to maximize sales and increase profitability. This prin- ciple is just as true with a website or online store as a brick and mortar one. As we all know from our own online buy- ing experiences, when you go to a site like Amazon, other related products pop up all over the page to entice us to spend more. You should be doing exactly the same thing. Fortunately, the customization business offers a myriad of opportunities to boost the final purchase amount. When an item is personalized, it increases the perceived value to the customer. Great examples are Brooks Brothers offering monogramming on oxford shirts, Williams Sonoma adding a name to an apron, and J.C. Penney's offering initials on their towels. Here are some tried-and-true tech- niques commonly used by the most suc- cessful e-commerce companies in the busi- ness. Consider which of these you might incorporate on your website to increase your online profitability. SET A MINIMUM FOR FREE SHIPPING No one likes to pay for shipping. Stud- ies by consulting companies and others show a dramatic increase in a completed sale if there is free shipping. There's also a lot of research to show that a lack of free shipping is the biggest reason for cart abandonment. By setting a minimum order amount to qualify for free ship- ping, as long as it's reasonable, you are giving the customer a strong inducement to up the order. Of course, you need to factor the "free" shipping into your prices. Increase That Online Order! How to Increase Your Average Online Transaction Value B Y J P H U N T J.P. Hunt is one of the founders of InkSoft, a company that offers a com- prehensive business suite, includ- ing an online designer, e-commerce platform, and other business tools. He is also the vice president of sales and marketing. Hunt has a bachelor's degree in advertising and marketing and master's in business administration from Northern Arizona University in Flagstaff, Arizona. You can contact Hunt at jphunt@inksoft.com and visit the website at www.inksoft.com. niques commonly used by the most suc cessful e-commerce companies in the busi ness. Consider which of these you might incorporate on your website to increase your online profitability. SET A MINIMUM FOR FREE SHIPPING No one likes to pay for shipping. Stud ies by consulting companies and others show a dramatic increase in a completed sale if there is free shipping. There's also a lot of research to show that a lack of free shipping is the biggest reason for cart An easy trick to increase a sale is to suggest products that complement the original item being purchased. Be sure to always offer relevant mer- chandise ideas to customers before they pay. (All images courtesy InkSoft) 86 || P R I N T W E A R F E B R U A R Y 2 0 1 6

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