How do you encourage off-line customers to shop online?

Many companies have a large existing customer base who may not be aware that they could also transact or service their account online. Encouraging these shoppers to visit the website should help grow customer lifetime value by encouraging extra sales with lower costs.

One way of doing this is to give off-line customers an incentive to visit your website & buy online. e.g. providing a voucher / coupon that gives shoppers 10% off their first online order. Include a valid until date and any other conditions that may apply. Incorporate an offer code so you can also calculate your Marketing ROI. 

By including a requirement for an email address in the online order you can also build a customer email database to enable smart low-cost email marketing.

Remember...web marketing is about solving customers' problems profitably.

Peter Hawtin is an internet marketing specialist with Brand New Way, a UK web marketing agency which helps companies to attract and retain valuable customers online.