Social eCommerce

Chapter 5. Local Services and Storefronts

If your ecommerce business is not selling something to a local market (such as a club, restaurant, storefront, kiosk, or local service), then you should probably skip this chapter and head to Chapter 6 to get a comprehensive education on ad design and testing. Having said that, there’s a lot of interesting content in this chapter regardless of what industry you’re in.

In the beginning of this book, we said that a successful strategy has three components: intention, context, and tactics. This is why we have separated local services and storefronts from the sale of things exclusively to remote customers. Online stores have a potential customer base of billions of people, but you are limited to the people in your city or region. That means you’re going to have to work much harder at customer service, atmosphere, and a sense of safety. To actually go out to a specific location requires a higher level of trust. To come back after the first visit requires a high level of satisfaction.

More than ever, ratings count for local businesses. A single negative online review or rating can cost you thousands of dollars in lost revenue. Recurring business is extremely important, and your online presence must match the experience you provide in person. If your site looks cheap, that sends a message about what it’s like to be at your store or restaurant. You must be consistent in appearance and message.

The Right Intent

Being successful on social media means ...