How to target premium shoppers online

by Steve Pruitt

Q: My store features high-end apparel and we just launched a new e-commerce store. Do you have any advice on how to target premium shoppers online?

A: These types of shoppers are always on the lookout for premium name brands, or the latest trend-setting apparel. So as long as they’re convinced that they’re investing in hip apparel, they’re generally willing to spend a good deal of money on high-end goods.

Having the product in stock, in their size, and in their preferred color is crucial; availability is the biggest issue with premium shoppers. Also, if the shopper is on the fence about making a large purchase, include a smaller item for free or at a low cost, and you’ll see an increase in the average order in the long run.