J.C. Penney traffic report 

Independent agents can take a leaf out of J.C. Penney’s “Know Before You Go Program” (as reported on in the Andrea Syverson’s GRAND MATTERS column, Target Marketing). 

She quotes J.C. Penney Direct president John Irvin: “Our shoppers are more frequently using the Internet before ever shopping in a store. We’ve done extensive research that shows that nearly 70 percent of customers are online for a purpose other than shopping, including viewing merchandise, comparing prices, finding sales promotions and exploring fashion and shopping tips.” 

Here’s how the “Know Before You Go” works 

Syverson’s report points out that, J.C. Penney gives customers “detailed and updated information” that they can use BEFORE they get in the car and visit a store.  Go to www.jcpenney.com and shop for a pair of shoes.  You can virtually “try them on” before you decide to actually try them on at your local Penney’s.  You click on the style that appeals to you, and then select the color and size.  Under “check on the availability at stores near you,” plug in your Zip code and up pops a box telling you where you can find the exact item in a store nearest you. 

Sure, insurance is a different from a retail apparel store.  BUT, when you stop to think about it, there are more similarities than differences.  

. You are a local retailer of products.

. You are able to showcase your products (in brochures, online).

. You could publish a catalog (online, in print). 

. Your customers want empathy and service.

. Your customers want time-saving convenience.

. Your customers want helpful information.

. Your customers want your professional advice. 

And, more and more insurance buyers, especially younger buyers, are getting their information from the Internet.  They ARE searching insurance agent sites BEFORE they make a decision to contact you---or a competitor. 

Now, pull up your Web site  

Do you have “detailed and updated information” that customers can use BEFORE they call you or drop by your agency office?  

Can the customer “try on” the product they are interested in?  How might you provide ways for them to do so?  How can you make the experience highly visual and interesting? 

Can the customer find your office location easily with directions to get there? Can the customer virtually “visit” your office and staff members? 

Build it, promote it--more will come! 

The more interactive and visually appealing your online office is, the higher the number of prospects and customers who will come and window-shop  BEFORE they give you a call or come by your land agency.  

Resource:  Andrea Syverson’s column: www.targetmarketingmag.co