Taneesa Williamson Whether setting up a new store or optimising an existing one, Lyn Nguyen’s expert advice provides a roadmap for clinics to succeed in the growing world of e-commerce.
In an increasingly digital marketplace, the need for clinics to establish an online store has never been greater. With major beauty retailers like Adore Beauty now offering professional skincare brands such as Aspect Dr., clinics can take advantage of e-commerce to compete and thrive.
Lyn Nguyen, Founder and Operations Specialist at Auvie Consultants, shares her expertise on setting up and optimising online stores to elevate clinic businesses and enhance client experiences.
How can clinics set up their own online store?
For clinics who haven’t yet set up an online store, I’d start with Shopify. It’s very user friendly, simple to set up and quite cost-effective at just $42 per month.
Another idea is to engage the brands you use in-store for wholesale opportunities so you can sell their products online. This could apply to the skincare products you use for treatments, but also for other touches like robes, slippers and even red-light therapy panels.
If a clinic already has an online store, how can this be optimised?
For those with an online store, the next best step is Search Engine Optimisation (SEO). This helps your target audience find your website when they search for keywords relevant to your business.
For clinics, this might look like having a blog on your website, which you update on a bi-weekly or monthly basis. You can use these blog posts to speak to the benefits of the products and services you offer, as well as current industry trends.
Meta and Google ads can help you sell products, but just ensure you have enough stock to cover a spike in demand. You don’t want to leave clients disappointed if you sell out.
The same goes for advertising services. For a seamless client experience, you’ll want to ensure you have ample booking times available, should the advertisements convert.
Can you give some examples of what products can be sold online, and how this could potentially be structured to the client booking an appointment?
Your website must be a one-stop-shop for all your clients’ needs. Clients should be able to learn more about all the services on offer, book their next appointment and browse your online store with ease.
Consider offering the same products that feature in your clinic on your online store, as well as at-home therapy devices like LED face masks. This gives clients a chance to enjoy (and prolong) clinic-level results in the comfort of their own home.
To drive further sales, consider gift vouchers, treatments and bundles around key dates like Mother’s Day and Black Friday!
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