Sean Stapleton, President & CEO of Warrantech, recently took part in TWICE magazine’s July Executive Forum. The following is his response to the magazine’s inquiry of how service plan providers can help retailers connect with online shoppers.
“With more and more consumers making their CE purchases online, how can service plan providers help retailers improve their digital attachment rates absent the guidance of a sales associate?”
Warrantech provide online product sales create a unique challenge and opportunity for retailers looking to offer protection plans. Retailers literally have seconds to effectively relay a protection plan marketing pitch to anxious online buyers. In order to capture the customer’s attention, the use of vivid imagery that tells a meaningful story is essential. Links to more comprehensive plan information should always be made available to customers to allow them to make informed buying decisions.
Additionally, online retailers have a powerful opportunity to connect with online buyers, who do not opt to immediately purchase a protection plan, through tailored missed point-of-sale campaigns. Depending upon the goals of the retailer, a combination of email, direct mail and telemarketing campaigns can be used to capture protection plan sales not made online. Well designed and managed direct campaigns can drive substantial incremental revenue for retailers and ensure that their customers are protected from unexpected product issues.
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