6 ways to grow online sales

Coastal retailers can connect with customers long after they leave with a strong online store and some strategic marketing efforts.

1. Make your website feel like an extension of your destination. Your store is tied to a location — and your website should reflect that. Connect people to your destination by using imagery that reflects your location on your website. Beach gift shops should highlight coastal themes, while boutiques in New England might want to use more nautical themes to set the tone.

   
   

   Beyond imagery, write product descriptions that tell stories. Instead of just listing “Handmade Pottery Mug,” offer a more colorful description, such as, “A handcrafted ceramic mug made by local artisans in Cape Cod, inspired by the rocky shores.”

   You may also want to include a “Best Sellers from [Your City]” section on your website to showcase your most popular regional gifts. By creating a sense of place on your website, you invite visitors to shop online and stay connected to their experience long after their trip.

2. Optimize for mobile. Most tourists won’t be sitting at a desktop computer browsing your store. Make mobile shopping seamless for people by ensuring that your website loads quickly and is easy to navigate on mobile devices. Also, make store hours, address and shipping details clearly visible on your homepage.

   
   

   “Make mobile shopping seamless for people by ensuring that your website loads quickly and is easy to navigate on mobile devices.” — Eric S. Youngstrom

   
   

   Additionally, highlight “ship to home” options so tourists can buy now and have their gifts and souvenirs delivered home later. This capability is helpful for travelers who may prefer shipping their purchases rather than carrying them home.

3. Offer custom souvenirs online. Many tourists want something special, whether it’s an ornament with their family name or a custom T-shirt to commemorate a trip. If you offer personalization in-store, extend that service online.

   Feature a “Personalized Gifts” section on your website to make it easy for customers to find. Offer monogramming or name engraving on select products, like ornaments, keychains or jewelry. Some retailers might also want to include a “Create Your Own” option where customers can customize souvenirs with destination photos or sayings.

4. Promote online reorders. Some products are meant to be used and repurchased. If you sell consumable items like locally made jams, scented candles or regional coffee blends, remind customers to reorder online before they run out.

   To encourage repeat orders, send reminder emails to customers one month after purchase.

5. Connect with social media and email. A tourist might only visit your store once, but that doesn’t mean they can’t shop with you again. Social media and email marketing help to keep your brand top of mind long after a customer has returned home.

   
   

   To stay connected, encourage shoppers to follow you on Instagram or Facebook for travel inspiration and new product updates. Since Facebook and Google allow you to advertise to people who recently visited your area, you might want to try geo-targeted ads to reach past visitors.

   
   

   You could also offer incentive programs for customers who sign up to your email list, such as “10% off your first online order.”

6. Simplify online checkout and shipping. Many tourists hesitate to buy large items because they don’t want to carry them home. Make it easy for people to purchase products online so product size and packability is less of a concern.

   
   

   To simplify online checkout for tourists, offer a “Buy Now, Ship Later” option so customers can place an order while traveling and receive the product once they return home. Also, display shipping costs upfront to avoid any surprises at checkout.

   
   

   For seamless transactions on mobile devices, be flexible and accept multiple payment options, such as Apple Pay and PayPal.

Final thoughts