Tell the truth… aren’t you happier to see things go OUT the door than see them come IN?
Your consignment shop’s web site’s biggest job? Motivate BUYERS.
I think any consignment or resale shopkeeper who’s been open more than a week can agree that we need to exert more of our energies, earmark more of our advertising/social media budget, and spend more time luring potential buyers, than we do luring consignors (or sellers if you buy outright).
Seems like those who are seeking to make some money find us. But parting with money is harder than making it, so potential customers need a little more coaxing, some more persuasion, a bit more schmoozing. Focus your site on them.
It’s the folks who buy who need a bit more coaxing.
We all know this. So why do we forget it, when it comes to our web sites?
Why is the major message on your web site, all about bringing things in? Why wouldn’t you want to impress folks first and foremost with your wonderful selection, ever-changing, unique, and a value to boot? With your personalized service and warm hominess?
Take a look at your own site as though it wasn’t yours. Does it only have links to pages like Consign with Us?
Even the order in which you arrange your menu choices matters. The first item in any list automatically seems more important. If you talk first and foremost about consigning, is that getting the results you need most? Which we all really know is
finding and motivating people with money to spend.
Now, some may argue that your consignment policies are what people want to know. After all, just listen to who calls us. And I agree. Your certainly need the best-worded information about how to bring things in that you can manage. But that’s only part of your job. The other part? The one that sustains your business? It’s the selling of those consigned goods. Make that the focus of your site, your about page, your page titles and menu order.
Tell the truth: isn’t it more fun to see things go OUT the door than see them come IN?
Auntie Kate The Resale Expert 
Yes! I just found your blog and I am loving it. Thank you!
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We are in our new building! A huge undertaking, but we did it.
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I’ll keep watching for photos! I’m sure they’ll be marvelous!
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Too true Auntie Kate. We start with elegant, stylish, funny or engaging window displays to get customers in the door. A mannequin laying down on a couch stops people dead in their tracks every time. They think it’s a real human at first! Once they’re in, we offer a hello, but then let them take it all in. After they’ve been thru much (about 75%) of the store we ask if they have any questions. We offer great customer service, a delivery service and referrals to quality related or complementary businesses. That’s how we get customers and great word of mouth. Also, we never have sales and we don’t buy advertising. We try to get in the press via articles, plugs, etc.
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Heidi, that’s great! Are you open in your new building yet?
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This is so true. But when I advertise the calls about consigning follows. How do you get customer response instead
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Well, it’s not a matter of instead, since of course you need consignors too, Donna. It’s a matter of approach. If your web site’s home page and the first few links do not motivate buyers, perhaps that’s something to consider. Making your site primarily about what wonders await the shoppers, rather than weighing it heavily to consignors, will certainly help. Then, social media, email, and media advertising will do the same.
And aren’t we lucky, that we don’t have to put such effort into finding consignors… they find us!
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