A highly effective strategy in e-commerce is multiple channel selling. This involves having several niche websites targeting different demographics, displaying specific product ranges. This allows you to create completely focused websites with a high sales conversion rate.

It is often helpful in the retail space to appear to your consumers under a different persona. This could be for various reasons – sometimes political but sometimes simply aesthetically. It is important that you project the right corporate image for the individual products you are selling. For example, you might have redundant stock that you want to get rid of; this technology would enable you to develop a bargain website where people can buy items at discount prices, without devaluing your parent brand.

This strategy is also effective when you need a microsite specific to a particular marketing campaign or particular product which still links in to your main corporate website. This allows you to have fully branded sites specific to one product brand without increasing the administration or management as the content can be driven by your main database.

Having these various websites means that you can target individual affiliate campaigns, pay per click campaigns and other online marketing strategies to drive traffic with a high potential of converting to the right website.

To find out more about Motive’s multi channel e-commerce platform, please get in touch with our e-commerce experts.

Tags: e-commerce, E-commerce Platform, multi channel selling

This entry was posted on Friday, May 30th, 2008 at 3:59 pm and is filed under E-commerce Platform. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.