Benefit Selling

Stores that are good at providing customer benefits are good at selling products. Online stores should take a lesson from TV broadcasting sales channels and infomercials. These excel at “showing the meal” and not just the ingredients.

Most online stores describe the products‘ basic specifications. It is difficult to convey customer benefits at retail, in catalogs, or online. However, there are advantages in online stores because they are not limited to the product‘s package or to a catalog printed description. New e- tools, such as video streaming and animation files, help present more information to the customer about how to use products. The right messaging can also convey product benefits.

A typical online scanner description would list dpi (dots per inch), USB connection, and other specifications for use in comparing scanners. Customers are more likely to be interested in the ability to preserve aging photos or to save time by not having to re-type text documents—the basic benefits of scanners.

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Text, Color Schemes, Images, Copy and Virtual Bundles

Virtual Bundles—E-kits

Special product bundles have been a retail strategy to stimulate sales. Bundles consist of two or more products or a product with a special offer. At retail, physical bundles are created by putting two or more products into the same box or by strapping the products together to form a "hard" bundle. A new SKU number is created and assigned to the new "package" so it can be stocked, inventoried, and merchandised.

Online stores have an advantage over retail because they can create "virtual" bundles. Virtual bundles put the products or special offers together on the product detail page—the online "package." The virtual bundle is also assigned a new SKU number. Fulfillment can be notified to "pick and pack" those items that make up the bundle. Virtual bundles save on production costs and labor, because a physical hard-bundled product is not required. A hard bundle is created virtually through putting the separate items into the same shipping box.

These elkits require special merchandising treatments, however, because they are mot physically bundled items in one package. New photos may be required to show the bundle contents. All product categories are eligible for bundling. Dresses with handbags, crafts with tools, printers with cartridges, and dog food with dog toys are a few combinations. Bundles are limited only by the imagination and distribution capabilities. Bundles provide you a competitive advantage by providing "new" exclusive items for your target customers.

The Online Shopper

Shopping process hierarchies depend on the purchase purpose, and the online store needs to address these purposes. Generally, for those shoppers who already know what they want to purchase, the process is simple and similar online to the retail process. The process normally features the following steps:

The other two types of shoppers may shop randomly. The browsing third is enticed by link, an ad, an end cap, or another promotional device. This shopper will move randomly around the store to see what is offered. The information shopper is more specific in searches and may look in catalogs, search at retail, or investigate on the web.

When Michael was seeking a specific product, he was not interested in the distraction of a pop -up advertisement. Yet, when he was looking for a vacation spot, the pop-up window did not bother him. In fact, he quite enjoyed it. He wasn’t waiting for a client, and he had plenty of time before needing to book reservations for his vacation.

Sub Category and Product Detail Pages

Because customers can’t pick up virtual merchandise and read labels, the product detail page represents the product or behaves like the product package. It must clearly communicate what the product is and what the customer will receive as a result of its purchase. Anytime a page offers a product for sale, it must provide the following information for each of the products offered:

  • What it is—the description, picture, uses
  • Relevant and complete compatibility, sizing, color, or other information
  • What’s contained in the package—what the customer will receive
  • Other items needed for immediate operation (batteries, cables, assembly, UL specifications)
  • Spare or complementary items (extra batteries, film, or a carrying case)
  • "Care and feeding" of the product (special polish, cleaning instructions)
  • The price and any hidden charges (extra shipping or handling)
  • The manufacturer’s or designer’s name
  • Sample content (for example, sample book pages)

The customer must know clearly what the product is and what it looks like. And for customers who know exactly what they are looking for, accurate descriptions and specific product numbers or models must be included so they may easily recognize the correct product. Our research across more than 25 major elcommerce websites identified incomplete or inadequate information. In many cases, the web stores did not provide complete compatibility information.

Shoppers will not purchase from a site that cannot confirm their choice or be specific about what the product is that they are purchasing.

Product detail pages let customers know what they’re getting and what else they may need or want. In this example, product features—the "speeds and feeds"—are listed. This includes products they may need to purchase in order to use the product. It also features other products the customer may want. Good clothing stores recommend coordinated accessories to give customers ideas to complete ensembles for a variety of social occasions.

Cosmetic Toxicity and Cellular Response

Toxicity

When a scientific toxicity report is done on an ingredient its aim is to find out whether an ingredient breaks open and damages the cell wall or not. ‘Toxicmeans that the cell wall breaks so that the cell cannot replicate and dies, causing irritation on the surface of your skin. ‘Non-toxicmeans that the cell wall is left intact. The problem is tle testing is that lit done to find out what happens on the inside of the cell with an ingredient is classed as nontoxic. As long as the ingredient is classed as non-toxic it is assumed to be safe in personal care products.

Flow Cytometry

Some of the latest research into the safety of cosmetics is called ‘Flow Cytometry‘. This is leading technology that allows scientists to study the effects an ingredient has on the human cell. It can measure the inflammatory response, the oxidative stress occurring inside the cell and whether any DNA damage or repair occurs. Reports show this testing to be accurate and reliable.

What goes into your skin?

Cosmetic surgery

Some women are convinced that cosmetic surgery has been the best thing for them. We know women who have had breast reductions and their health has benefited hugely, women who have had a very subtle eye lift and it is true that their eyes have taken on a whole new look.

From a holistic point of view, however, we would encourage you to investigate the best options for your body, the best procedures available and the best doctors who have total regard for your health, not your pocket. As you may be aware, there have been many horror stories regarding ‘beauty enhancement treatments: Our concern is that some may be detrimental to your health, so investigate fully before embarking on any kind of cosmetic surgery.

However, it is not all bad news. If we place a greater emphasis on reducing stress, a healthy diet, plenty of water and fresh air, skin protection, regular exercise along with plenty of sleep and relaxation – then we are giving our body the best chance to grow older more gracefully.

Present Good Product Pages

Make it easy for customers to understand and compare products by applying the following recommendations:

  • Clearly state what the product is, how it operates. or describe its style. Include how it might be used, or list occasions for which it might he suitable.
  • Include all available quantities or units (single, multiple) on the same page to simply navigation.
  • Clearly explain alternatives or variations of the product if it conies in different ‘flavors: ‘
  • Ensure that one product description can differentiate it from other products and that the customer has a good understanding of what he is about to purchase
  • Include product photos, and use up-to-date images and graphics. Customers use photos to confirm their selection.
  • Include SKY and product codes, hut dc-emphasize obscure numbers.

Sometimes information provided on comparable products is very similar, and its hard for customers to distinguish differences in features or attributes. Routine reviews of products displayed in the category can let you see what your customers see. It’s your oh to help them know why they want one product over another. If information is unclear to you, it is unclear to your customers.