8 Ways to Ensure E-commerce Earns Dollars Without Burning Your Brand
But e-commerce is a "cut-throat" world, Amstutz cautioned, and pricing has a lot of influence on the web. NewBay published Guitar Aficionado: The Collections-a big, beautiful art book with a small release, and though it had been offered for $50 on the publisher's site, online retailers such as Amazon undercut the price.
"That's how people shop online," says Amstutz. "They see something they want, and they search for the cheapest one. That's a challenge."
3. Stay True To Yourself
There are limitations to e-commerce, of course. Strategies that draw publishers too far away from their core competency could have a negative impact. There are also limitations in the volume of products and services one may sell.
Dwell Media had no desire to be the sole resource for finding modern design, says O'Connor Abrams. "Our goal was to make sure our community thought of us as a place to get ideas and inspiration for modern design, and then perhaps buy some things through our channels, or be directed to all of our wonderful retail partners for those goods. We never wanted to sell tens of thousands of products."
When publishers put the channel in front of the vision or the model, and take the approach that they're going to sell everything under the sun, two things are going to happen," says O'Connor Abrams. "First, they lose the confidence that marketing and advertising partners have in them. But more importantly, their audience looks at them and thinks, 'What are you doing? This is not the Dwell brand.' You have to stay true to the brand's mission, or you will go off the rails."
4. Feed The Machine
The e-commerce flowchart isn't linear. Publications and marketing communications still drive consumers to shopping sites, but the traffic flow should be circular, with print, online, shopping sites, and social media all feeding one another.
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