Search should take advantage of postal strike

Fri, 9 Oct 2009 | By Will Cooper

As a consumer I’m naturally concerned that if I buy online from an etailer which delivers via Royal Mail I’m not going to get my goods.

Any savvy ecommerce brand should now be developing a marketing strategy to reassure consumers if they buy early they’ll receive their goods. Search should play a key role in this.

Delivery is likely to be the main issue in consumers’ minds, therefore search ads should be tailored to provide reassurance. Smart brands will use their copy to assure consumers their goods will be delivered on time by letting them know which delivery services they use.

When searching for retailers or products online, I would be attracted to a link if the ad copy told me that, for example, the etailer didn’t use Royal Mail.

Likewise, a multi-channel retailer like Comet, which this week appointed Summit Media to run its search account (nma 8 October 2009), could use the opportunity to become more vocal about the option to buy online and pick up in-store.

Search ads are again the natural starting point for such communication to take place.

The postal strike will present a major challenge to the online world, but if marketers mobilise early on and take the right approach, they can help ease consumers’ worries.

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