Why is it more difficult to sell siding online than, for example, clothes and shoes?
Posted: Sun Jan 26, 2025 8:51 am
Why the client is not just e-commerce 1. Complex product and market
— House cladding products are expensive.
The average bill on our client’s website is 52,600 rubles. Add to that the cost of installation, finishing, etc. — and you get 150,000–250,000 for full house cladding. Russian clients are uncomfortable paying such an amount online.
— Long cycle of making a purchase decision
The customer makes a purchase decision within several months — and this algeria consumer email list is only if he understands that he needs siding. If the potential buyer does not know what material he needs, the decision-making period increases.
— A wide range of products with different prices and margins.
The main product categories are siding and facade panels. The manufacturer also offers related products: for example, lawn grates or drainage systems.
These products can be promoted both as related and as separate categories. The demand for them is almost the same as for the main product, but the marginality is lower.
As a result, we used cheaper and low-margin products in advertising as an entry point for customers to get to know the brand. In addition, we needed to test whether it was worth positioning the brand as a manufacturer of not only facing materials, but also goods for repair and summer cottages.
— House cladding products are expensive.
The average bill on our client’s website is 52,600 rubles. Add to that the cost of installation, finishing, etc. — and you get 150,000–250,000 for full house cladding. Russian clients are uncomfortable paying such an amount online.
— Long cycle of making a purchase decision
The customer makes a purchase decision within several months — and this algeria consumer email list is only if he understands that he needs siding. If the potential buyer does not know what material he needs, the decision-making period increases.
— A wide range of products with different prices and margins.
The main product categories are siding and facade panels. The manufacturer also offers related products: for example, lawn grates or drainage systems.
These products can be promoted both as related and as separate categories. The demand for them is almost the same as for the main product, but the marginality is lower.
As a result, we used cheaper and low-margin products in advertising as an entry point for customers to get to know the brand. In addition, we needed to test whether it was worth positioning the brand as a manufacturer of not only facing materials, but also goods for repair and summer cottages.