Starla and Dana Allen of The Good-Earth Store carry natural health products, which they know can be difficult to sell online compared to in a retail environment. So they employ a variety of techniques to give their shoppers the feel of walking into a store.
Since it’s hard for customers to try out their products before they buy, they use samples to garner repeat business. In every shipment, they include a sample of something else they sell. “It’s just one of those things that people really like," says Dana. "Pretty soon after they receive the free gift, customers often call us, say "this stuff is wonderful," and purchase it.”
It’s a win-win. It costs the store very little, since most of its manufacturers offer the samples free of charge.
"One thing we sell is Swami Salve, an everyday salve that comes in a copper tin," says Starla. "People can use it on all kinds of things, but online shoppers can’t smell it, touch it or see if it works. It’s hard to have them take your word for it. That’s why we give them samples, and I send them a note on why I love it to make it more personal. They’re getting more of an in-store experience.”
More on The Good Earth’s other shopper experience techniques, including personal recommendations and testimonials, in our next post.