Omnichannel Strategy
E-Commerce allows our customers to browse or purchase merchandise online. E-Commerce goes hand-in-hand with our brick and mortar store and social media platforms. Our customers will be able to browse merchandise in-store or on social media and then make a purchase through our website. They can also do the opposite and research merchandise online but then make their final purchase in-store, also known as reverse showrooming (Pymnts, 2019). By creating an account with us online, Ash & Aspen can see what our customers have browsed or purchased in the past and make educated recommendations for the future. E-Commerce will bring more customers into our store and make their buying experience more efficient. Expert Frank Morrall remarks that having an online store “actually drives in-store shopping even if they do not purchase online” (Wallace, 2019). Using E-Commerce will further the seamless integration in our omnichannel strategy.
Our Website
Aside from convenience, the second most important retail factor for military spouses is a functioning online presence. An impressive 58% of online family purchases are made by military wives, and for this reason, we know that we must mold our retail strategies toward their affinity for e-commerce (How to Market to the Military, 2018). Additionally, "three fourths of military moms make purchases online” (Academy, 2019). Since both of these statistics are relevant to our target market, it is vital that we maximize our e-commerce efforts to capture this audience. Our E-Commerce website works seamlessly with our Brick & Mortar store as well as Social Media. Our customers can order something online and return or exchange in the store. They can also pick something out in the store but have it delivered to their door in the desired color/size. Customers can view an item on Social Media and immediately be connected to our website with just one click. E-Commerce will provide our customers with the most convenient shopping experience that meets their unique preferences.
