In the past few years, online retailers have emerged as the go-to source for people looking for cheap clothing and accessories. More and more people are turning to online stores because of the ease of searching for what they want and the low prices. In fact, people are more likely to click through to an online retailer’s website simply because it’s cheaper than driving to the mall and parking. However, operating an online store isn’t as easy as it seems. There are a lot of details that you have to think about, and it can be difficult to know where to start.

The first step to making your online clothing retail business successful is to thoroughly research the market. You have to find out the type of customers that your business will attract and the strategies that will make them want to return. This is where a digital marketing information system (DMIS) comes in handy. A DMIS can help you keep track of all the important data that you need to know about your target audience so that you can properly tailor your marketing and sales strategies to match their needs, interests, and behaviors.

Marketing Mix

The basic marketing mix for any business is comprised of four elements: product, price, place, and promotion. Regardless of whether you are selling clothing or accessories, all businesses need a product that people want or need, and pricing is always a key factor in determining demand. The place that your products are sold (retail location, online store) and the promotion that you use (e.g., social media marketing, digital advertising, etc.) can all impact your sales.

The great thing about a DMIS is that it allows you to segment your audience by applying different marketing mixes to various groups. This way, you can discover which elements are working (or failing to work) and then make adjustments to improve performance.

Product

Your product is the raw material that you are making into a product that your customers want or need. When people walk into your retail location, what do they see? Your answer to this question will determine what products you should be making and selling. If they see what seems to be a good fit for themselves, they are more likely to buy it. So, you want to make sure that your product line is varied and contains items that will fit a variety of people. Your product may also be designed to improve efficiency or productivity at work (e.g., a nice tote bag), reduce stress (e.g., a candle that helps with relaxation), or simply make people feel better (e.g., cleaning products).

Depending on what you are making, you may need to undertake a more in-depth study of your target audience. You should be able to come up with at least three key product requirements that your customer base has (e.g., material, construction, size, etc.). After you have those down, you can start to develop your product line.

Price

If your customers are able to get your product at a discount, or with some combination of cash and credit, there is a good chance that they will be willing to pay a bit more for it. People are always looking to save money, and when your product is sold at a discount, it shows that you are trying to give your customers value for their money. The key is to find those products or services that people want and need, but can’t necessarily afford. This way, you can entice customers to choose your product by offering them a special deal or a promise of a better price later. Your pricing strategy should be carefully thought out and based on facts rather than assumptions.

Some businesses have a minimum purchase requirement or offer various membership programs that entitle members to discounted prices or other perks. Your pricing strategy should reflect the value that you are providing to customers while also considering what other retailers are charging for comparable products. It’s also important to keep in mind that lowering your prices may not necessarily translate to increased sales, so you have to be careful not to cut corners if you want to grow your business.

Place

Shopping locations are important because it is where you will sell your products. When people walk into a retail store, what do they see? Your answer to this question will determine what kind of shopping experience you can give your customers and whether or not your retail location will be effective. Does it have the proper climate (cooler, warmer, brighter, darker)? Are there a lot of foot traffic (people passing by, or walking into the store and browsing through your products)? Is the layout easy to navigate (is there a way to find what you’re looking for easily)?

Once you have determined the physical setup of your retail location, you can start to think about the atmosphere that you are trying to create. If you have a fun, bright space, you may want to stock more vibrant colors and accessories so that when customers walk in, they can feel happy and motivated to browse your products. Alternatively, you could create a more tranquil atmosphere by using earth tones and larger text.

Promotion

Once you have a physically accessible retail location, you can start to think about the promotion that you will use to draw in customers. There are many different methods that you can use, and it depends on the type of product that you are selling and the size of your retail location. If you are selling apparel, you may want to consider using social media platforms like Facebook and Twitter to spread the word about your shop. You can also use online shops such as Shopify and WooCommerce to set up pop-up stores that you can display in prominent locations (e.g., in the doorway or near the register) to catch the attention of passing customers. You can also take advantage of the fact that people are more likely to click on a linked text or an image than they are to read through lengthy articles. To draw in more customers, you can use online marketing and advertising platforms such as Google Adwords, Facebook Ads, and Twitter Ads to promote your retail location.

As you can see, there are a lot of different ways that you can market your online clothing retail business. A DMIS is a great way to keep track of all the various data, so that you can analyze the results of your marketing efforts and make adjustments as needed.