ImagesMagUK_November_2020

E commerce may have been a secondary form of sales for many apparel decorators in the past, but in the current climate it has become a critical method for serving your customers. Although plenty of embroiderers have long had an online presence, it has become increasingly important in recent months for decorators of all kinds to be able to offer effective online solutions that enable customers to self-serve and make all stages in the ordering process not only possible but preferable to in-person dealings wherever possible. You should be planning for a future where ecommerce tools are the best method by which your customers can conduct business with you. By examining the common types of ecommerce stores, laying out some ‘best practice’ principles, and discussing how best to display embroidery online, even the most reticent decorator can start preparing themselves for the immediate future of business beyond the bricks-and-mortar model. What every store needs No matter the focus or style of your online store, make sure these essentials are properly attended to. Clear payment, shipping and return policies Leave no question about how and when orders must be paid for, who will pay for shipping and how it’s calculated, and what you will and won’t accept as far as returned items. Use a ‘Frequently Asked Questions’ section and/or insets throughout the site to allow you to answer common questions. Well-monitored means of communication You don’t necessarily need live chat, a direct-to-text service, social media messaging, or anything beyond the standard phone number and/or email address, but whatever method you want to use for customer contact, don’t post it unless the hours of operation are clear and someone is minding the channel during that time. ‘Orphaned’ modes of contact kill customer trust and patience. Clear navigation At every stage of the ordering process from discovery to purchase, a customer should never be confused where to go next, nor should they feel like they can’t find their way back to a previous stage. Use clear calls to action with some graphical hierarchy that makes important steps and information clear, along with easy-to- navigate, clearly visible menus and links. Establishing your focus There’s a broad spectrum of solutions that split the difference between ‘general purpose’ and ‘customer specific’ stores, but these are useful categories for defining the operation of your ecommerce property. This texture image does exactly what is intended by the name – the texture of the stitches and the knit material on which they were rendered is easily seen and gives a sense of the quality of the decoration as well as the way it lays on the garment. This gives the luxurious quality of embroidery’s sheen a proper showing KB TIPS & TECHNIQUES www.images-magazine.com 30 images NOVEMBER 2020 Site rules An ecommerce site is a must-have in 2020. Erich Campbell explains how to make sure yours is fit for purpose