ALEXANDRIA, VA — Your website is the heart of your online presence. It’s where you make or break the sale — but converting online visitors into customers is far more complex than it was just a few years ago.
Almost overnight, online shopping has jumped from the desktop into your customers’ hands. Using smartphones and tablets, people are making purchases on the go — prompted by searches, mobile apps, ads, videos, targeted content, social media, e-mail, instant messages and more.
“E-commerce today is driven by a huge maze of customer interactions happening on dozens of online platforms using multiple inbound marketing tools,” said Renato Sogueco, Society of American Florists (SAF) chief information officer.
Florists have to attract prospects to their websites from a variety of external sources and then “provide a pleasant, relevant and easy shopping experience that moves them quickly through checkout,” he said. “If not, they’ll lose interest.”
Sogueco will delve into the key elements of effective e-commerce and explain how they work together to drive online sales at SAF Retail Growth Solutions, June 7-8 in Hartford, Connecticut.
During the session “E-Commerce 2.0 and Beyond,” Sogueco will walk florists through the basics of search engine optimization strategies for site structure, taxonomy, links, etc. They’ll also learn:
- How to create “awesome, relevant content,” how much you need and how often to refresh it
- The importance of creating consistent online references and monitoring reviews
- What’s happening with mobile … and what’s coming down the pike
Sogueco is one of five speakers presenting a mix of market insight and practical opportunities for florists over the course of the 36-hour mini-conference.
For RGS details and to register, visit safnow.org/retail-growth-solutions.
Special thanks to SAF’s Retail Growth Solutions underwriting partner:
Thanks also to SAF’s Retail Growth Solutions promotional partners: Jacobson Floral Supply Pennock Floral Seagroatt Riccardi, LTD.
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The Society of American Florists is the leading organization representing all segments of the floral industry. SAF is proud to provide marketing, business and government services to its members, including growers, wholesalers, retailers, suppliers, importers, educators, designers and allied organizations. The association was chartered by an act of Congress in 1884.
Source: The Society of American Florists
