According to figures released by Visa, Irish shoppers are being enticed by British websites when they shop online. The report showed that Irish shoppers are shopping online more, which is no surprise. It also showed that Irish businesses lost out on a fair bit of Christmas shopping because the exchange rate gave Irish shoppers great deals on British websites. So how can Irish SMEs compete online when bigger businesses in the UK are getting such a boost from currency values?
Currency exchange rates will fluctuate. That’s a larger issue beyond our control. So it means that cutting costs will only get you so far. There is a danger in cutting costs too much. Too often what gets cut is customer service and the quality of the customer’s overall experience. Some customers are diehard bargain shoppers who are happy to endure poor service and an inferior experience. But is that who you want to target? Those are not the customers who are going to make large purchases regularly. Let’s look at targeting your ideal Irish customer online.
Your niche of the market has specific needs and wants and preferences. There is no universal answer. But we can make a few general observations, none of which are very surprising. People want convenience. In their shopping experience, that means they can see your website well on a variety of devices, easily find answers to their questions, and choose between payment options.
The challenge is to do the research on your ideal customer and develop a good understanding of their worldview, their problems and what they value. Your social media and blog analytics are a good starting point. With some solid research, you can start to create a marketing persona to reflect your ideal customer’s online behaviour.
One thing to consider is that people don’t always think about buying Irish when they shop online. The internet is global. An Irish company looking to boost domestic sales needs to spell out how buying from them provides local benefits. Remind them of who you are and where you are. Show your support for other local enterprises and local sports teams. This is also a powerful way to engage potential customers. We’re drawn to seeking connection. That’s what fuels social media. Use it to your advantage to keep your local customers loyal.
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