StoreFour: Continuous Enhancement


Launching an online store requires a great deal of planning and attention to detail. From selecting the theme, to designing the logo. What will be the static content? How about navigation, payment processing, shipping rules, taxes, and a lot more.

Then once that’s been taken care of, comes one of the most important decisions to make at this point of store building: What exactly are we selling here? Is this going to be a general merchandise or a niche-oriented online experience? Who are the customers, and why would they buy from us?

Down the line from that is product strategy: What products should this store showcase and for how much?

As you move from one stage to the next you realize new understandings and, of course, learn new things.

The final ‘product’ just before the launch will never be perfect, and you know it. But does that mean you keep improving while delaying the launch? No! Continuous enhancement must hold a permanent place-holder on your project plan, just as sales and marketing. Failing to do so means choosing to fail in this fiercely competitive landscape.

Since the launch back in May, StoreFour has gone through several reviews, the last being just very recently. The depth and breadth of each review vary, but they all keep asking some essential questions:

  • In exchange for revenue, what value does this store offer?
  • Do current products serve that value?
  • Is there a clear line of sight between the products and the vision/mission of the business?
  • Are customers satisfied? How can we measure that, then improve it?
  • What products to keep, modify and/or delete?
  • What products to add?
  • Are marketing and sales efforts fruitful so far, and if not, why? How can they be enhanced?
  • What are the short and long-term objectives of this store?
  • Are the store’s design, look and feel expressive of its message and brand?
  • Is it easy to navigate and find information?

As you you can see, the questions do not follow a specific order. In these reviews, you capture questions as they arise, randomly. I like to use a large poster and a bunch of colored markers to write down whatever comes to mind. Then gradually move to a mind-map, before finally creating an action plan on a digital tool.

Casually writing down thoughts, questions and ideas allows something interesting to emerge: Clarity!

While just before you’d started your mind was processing everything simultaneously, and rapidly, now it can observe patterns and priorities, reasons and results. It’s much easier now to find answers and chart a new course, or adjust an existing one.

During the last review, which concluded around mid October, I realized that we need to have more focus on our brand, which means redefining or resharpening the concept behind that brand.

While the message has been to ‘Be, Love, Create and Live’, the products didn’t clearly trace back to it. The four dimensions sit on the titles of four product collections. However, when reviewing individual products, it wasn’t very obvious how each one would serve that message.

We finally came to an interesting conclusion: Let’s not try to find ‘Love’, or ‘Create’ products per say, but rather look a bit deeper and ask: Can a ring, for example, help the customer promote love in her or his life? How about a wallet or a bag? does any have a link to ‘Live’ or ‘Create’? And isn’t ‘Be’ a common thread underlying all others?

Of course, another concern is: What is the market pulse for any product we offer? On the one hand, we definitely want to provide true, authentic value. Yet on the other, the business must meet its financial objectives in order to continue serving that value and progressing to even higher levels of success.

From that understanding, and to bring more focus to the product offering, we decided to keep the main theme, but rename the collections: Rings, Bags, Wallets and Digital.

With few specs about what products to choose for every collection, including high-quality, trendiness, and usefulness, we did an extensive research and decided to have only nine products under each collection. This is a major shift from 30 or so products, some didn’t clearly reflect the theme. Now when a customer clicks ‘Rings’, she or he will only see rings under that collection. The same applies to Wallets, Bags, and Digital.

To give you an example, here’s a product from the Digital collection:

Natural Wood Strap Wrist Watch Works with Apple Watch

C$50.97

 

It’s now quite easy and straightforward to promote any product with clear, crisp messages. All product descriptions, images, titles, and prices went through careful reviews before publishing. By that we made sure to give the minimum necessary information at the title, then more details as the customer scrolls down to descriptions and images.

Here’s another example of a luxury item from the Bags collection:

Genuine Cow Leather Bucket Messenger Bag for Women

C$198.97

 

It’s logical and natural after feeling that comfortable with the content of your store to turn to marketing with a renewed will and a fresh determination.

On that, StoreFour now has its Twitter and Pinterest storefronts up and running, with new content and interaction on a daily basis. Facebook already showcases StoreFour, and all are ready from another round of ad campaigns.

We are very pleased to share these exciting developments with our readers, and as always, happy to hear your questions and comments.

Till the next post, be open to new, enriching ideas!

The Wealth Maker

© Image Credit: StoreFour, https://storefour.ca All Rights Reserved

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