Shopping Online Will Slowly But Surely Phase OutSaid no one in the 21st century, ever. Online shopping is here to stay especially when it comes to the hair business! Slowly but surely beauty supply stores are raising their prices to stay open amidst the increase of online hair retailers, and that is pushing us to online hair companies even more. On top of that, online hair businesses can offer an infinite selection of hair types and textures. E-commerce hair stores do not need a physical space, which enables us to achieve every sew-in, wig, ponytail, and clip-in slay imaginable. I cannot tell you how many times my favorite hair Youtuber has put on a wig that is not sold in a hair store with-in a 20-mile radius of my house! This is why selling hair online is such an attractive line of business; it opens your business up to so many possibilities (including exclusivity) because you can offer more to your target market. Nevertheless, selling hair via an e-commerce channel is not as simple as you may think. Some misconceptions are going around about how easy is it to get your online business set up. Unfortunately, essential factors get downplayed when it comes to taking all parts of your e-commerce hair site into consideration to make the sales needed to be successful. Keep reading to find out what common assumptions are fact and which are fiction when it comes to selling hair online.
1. You Must Deeply Understand Your AudienceWhen selling hair online, you need to identify the different types of buyer that you may attract to your website. Remember, the wants and needs of your buyer will always come first. Some of you may think that this means you need to know the names, ages, and emails of your customers. That's not all you need to know. Focus on learning your audience through the type of content that they enjoy and the products that they use. For example, in the hair industry that might mean the kind of influencer that they like to see their hair on, who they would want to recreate a look after or the types of styles that they gravitate towards. Use this information to recreate similar images on your site to make it appealing to your target customer so that they want to buy from you. If your customer realizes that you are catering to their “convenience factor” lifestyle, they will probably go ahead and purchase from you. Find where the audience’s needs overlap with your product and you have a sweet spot! If you fail to do this, you could end up selling the wrong thing to the wrong person or not selling anything at all and have a lot of surplus inventory.
2. Nurture Your LeadsDid you know that 92% of customers don't buy when they first visit a website they're coming on the site to be nosey? They want to look at your pricing, they want to see your product assortment, want to compare the pricing that you have to what they've seen out there in the market, and sometimes they're really just looking. What you have to do as a business owner is guarantee that the casual visitor comes back to spend some money on your hair. It is also vital that they are happy with the hair. Happiness means getting more money on more hair extensions either a different type or another form when they return to your website. Sidebar: The good thing about the 92% is even if the visitor is just a casual browser that buys something one time you still made a one-time sale. You may be thinking 92% is a lot. Yes, it is! To take advantage of that 92% you have to do a lot of nurturing to get at least half of them to come back. There are three ways to get someone to go back to your site. All three come together to ensure that you are reaching out to that casual customer multiple times to close the sale.
You want to do some automated marketing:Automated marketing is the traditional way of emailing customers a generic email after they have signed up for your email list. Make sure you're reaching out to the customers on this list with these blanket emails of new content on the site, product promos, and general information at least twice a month. Don't overload their inbox to where they'll unsubscribe from your list but make sure that you are unforgettable.
You want to do some personalized email marketing:Track how your customers are interacting with your website. Invest in an abandoned cart system. If you noticed that a customer has an empty shopping cart and their products include Kinky-Curly clip-ins, then you may want to send them a personalized email with some tips on how to care for 4C clip-ins. Give them useful content so that they remember that they did see 4C clip-ins on your site. Also, that you gave them advice on how to manage that product so they should go ahead and purchase from you.
Make sure you're hitting them up on social media:If you've narrowed down your targeted demo, then you know where they're going when they're on social media. If they are on IG, you know the pictures that attract them, the color schemes that they like, and what they respond to visually in regards to sales language. Take this information and make sure that your brand image posts in a manner to attract them to your page. For example, you can post generic pictures of the celebrities that your customers follow, but don't do this haphazardly. Ensure that celebrity is wearing a type of hair that you would sell and play up the fact that your website offers that customer something similar to the starts look! Always meet your customer where they are!
Do some sort of party or brand activation event:Even though your hair business is going to make its bread and butter online, you can still create a direct sales strategy opportunity. Collaborate with a local Boutique so that people can see that you are out in the environment and looking to meet your customer. People will trust someone who can collaborate effectively with a brand that is already known and credible. And your audience will also connect more with you personally, more than they would just through your website. Then use that direct sales opportunity to make sure that the people you are meeting go to your website after purchasing from you directly or vibing out with the product. Kill two birds with one stone; get those hits to your site, and they can stay in touch with you to be a repeat customer.
3. You Have to Experiment with Your PricingHow many times have you clicked on a product just because you saw the price tag of it? I bet that number is low, and that's because seeing the price of something does not make you click it. When first starting out it's definitely going to be a challenge to price your hair where you think that it should be. We all know that the hair market is saturated. There is hair sold at both ends of the pricing structure. Luckily for you Private Label Extensions does have a list that you can look at to help you with a retail value. You are also lucky because when you are starting a business, it's okay to experiment with pricing. At the same time, you cannot be changing the pricing of your product every other week!
Don't Worry; We Got You!Let’s start off with some pricing basics: if you price something too low, you will miss out on profit. Naturally, if you price something too high, you'll miss out on sales. You need to find that spot in the middle that will encourage people who may be a little more frugal to spend the extra money on the quality. People who are accustom to blowing their cash fast, won't have a problem paying a little less and keeping some of their coins! Justify your pricing decisions by labeling the products that you have with key buzzwords like “High-quality” or “Best Seller“ you can then price the hair a little higher. Use words like “PROMO” to try pricing something at a lower price point than you initially thought. Experiment with your pricing until you find the right price that moves it off of the shelf. You can also use things like coupons to lower pricing and make your consumer feel like they are getting a good deal. Bundle deals are also a way to experiment with pricing and selling inventory in sets like two bundles, and a closure can work too. There are different types of ways to test with pricing to ensure that you are appealing to your consumer. Pick one or two!
4. Customers Have a Short Attention SpanCustomers have the attention span of seven seconds. Meaning, you need to get their attention within the first seven seconds of them coming to your site, or you will lose them forever. Do this by making sure that your branding is on point!
- Primary and secondary colors need to mesh well.
- Your written content needs to be both engaging and of high quality.
- Images should not be blurry or sparse. (Be sure to have product shots and model shots to fill in your site.)