with product promotions

The shoe business is a very tricky business as styles may go out
of fashion soon and people may switch loyalty from one brand to another
pretty soon. If we consider online shoe business then the fickle nature
of the shoe business gets multiplied many times over. ?An online shoe
seller such as Skechers?UK
can never sit back and relax. If one has experienced a good return
during one quarter it does not signify that he will get equally god
returns in the next quarter. One can never take the customer for
guaranteed. The online customer has all the time in the world to search
for the best bargains and get them. Unlike real world shopping
experience he does not get tired roaming from one shop to another and
therefore settles for whatever he gets due to sheer tiredness. The
online shopper is extremely picky and choosy and they are very hard to
please.

The question that poses challenge for companies like Skechers?UK
, is therefore what is the game plan? The only game plan that
can help online shoe stores is “innovation”. One has to constantly
innovate, keeping the basics such as quality and service intact. One has
to innovate with products, with advertisement, with product promotions,
with after sales service, with delivery and with uncanny business
strategies.

For online players like Skechers?UK,
the challenge is to constantly be one step ahead of the competition
without compromising on quality. Online shoe retailers and shoe
manufacturers have to offer products suitable for the weather, that are
comfortable to wear, that are in sync with the latest fashion statements
and that are durable. They have to keep in mind the various budgetary
constraints. One cannot expect shoes targeting the students to be too
expensive. Relatively smaller occasions such as “Valentine’s Day” must
also be cashed in to gain maximum sale. The companies need to keep a
close eye on the evolving trends and sense the direction in which the
market is heading to take out of the box decisions such as partnering
with sports institutes to provide sports shoes at a reduced price or to
sponsor a local dance competition to gain visibility.

Companies such as Skechers?UK
should try to maintain a good balance between the general sales and the
sales generated via the internet as this helps keep things in
perspective and does not let one be a dominant and deciding factor while
taking major initiatives. Treating each as separate entities but having
the same vision is the best way to treat on line and offline models of
business. One has to be clever with product promotion so that there is
no cannibalism between the online and the offline models.

Article Tags:
Online Shoe, Shoe Business