Serve customers better by adjusting the typical retail journey.
One of the most common challenges retailers face today is selling add-on accessories with online bike orders. Technology can help, but a rapid change in consumer behavior means that retailers who make operational changes to adapt are seeing the most success.
Change in process: Selling add-ons in the store is a customer service and sales process, and with current technology, the web sales process is similar. Online, your customer service team will conduct the add-on suggestion process after the transaction.
Call to Confirm Pickup and Suggest Accessories
Keep this conversation simple, your customer probably ordered online for convenience and to avoid a typical sales process.
- Let the customer know when the bike will be ready.
- Ask if they have everything they need to ride? This will depend on the bike but may include a helmet, shorts, pedals, spare tube, multi tool etc.
- If they choose to purchase accessories, have those items ready when they come to pick up the bike. Create an invoice in your POS and offer to collect payment ahead of time or be ready to finish the transaction quickly when they pick up the bike.
- You may wish to follow up via email with a list of potential items (include hyperlinks to products you discussed), or if you have time, build a personal shopper page for them.
- In your email, ask the customer to complete their accessory purchase online and let them know you will arrange for the accessories to be added to the bike.
Offering a personalized touch is a value add that can set you apart. Taking a hands-on approach to finishing the sale will increase sales and help create a lasting relationship with your customers even when transactions begin online.
Create a Common Accessories Landing Page
Use your page builder to create a landing page that features the common add-on accessory categories.
- Include sections with titles like helmets, shorts, bells, racks, etc.
- Write brief explanations of “why” a customer wants these items.
- Add a catalog carousel either based on display rules showing in-stock items in the category, or using specific item IDs to display your most popular items.
There is a helpful pre-designed accessories page located under Content > Page Editor > Page Library > Search for "Essential."
Link to Your Accessories Page
Drive customers to this page after the purchase has been completed by creating inbound links where customers are likely to see them during their journey.
Add the following items to your order confirmation email:
- A hyperlink to your accessories page
- A personal note informing customers that a member of your team will contact the customer to confirm sizing and availability and discuss accessories that will improve their riding experience.
You can also add a link to your accessories page in the following places:
- Commerce > Catalog Settings > Shopping Cart Message
- Commerce > Catalog Settings > Order Confirmation Page Message
- Orders > Order Notices
Use caution in presenting consumers too many messages in too many places, you may reduce consumer engagement because they don’t know which information to prioritize.
Be careful presenting distractions through the cart and checkout process, it may reduce conversion as customers navigate away from the cart.
Engage Your Customer Service Team
Sales that close online have similar requirements to your in-store sales. Here are some ways that your fellow retailers are increasing add-on sales.
- Engage former employees or employees willing to work from home to offer online customer service
- Have a single order manager who delegates outreach to available team members
We understand that your business is busier than ever and your staff is spread thin. Challenging times require extraordinary responses. Please consider this article a starting point to develop a process that works for you.