and make sure as many of those solutions integrate into your chosen retail manage- ment system. It helps you avoid redundant workloads and increases both customer and employee satisfaction.” One way to see if a website is accessible and user-friendly is by seeking feedback from trusted friends and family who fall within the targeted audience. Their insights can be invaluable in understanding how different users navigate the site, shop and access information. “Trusted friends and family in the age brackets you’re aiming for can help go over the site and give feedback on their experi- ence getting around, shopping and getting information,” Steppan said. “If you’re hav- ing your site professionally maintained, they will usually offer to make sure your site meets certain requirements like ADA com- pliance, but this isn’t always a given. There are services that will provide you with these assurances for a reasonable fee. I personally have a spreadsheet of all the subscriptions I’m signed up for, along with their rates and a link to where I can unsubscribe when it’s no longer needed.” A COMPETITIVE EDGE By making regular updates and focusing on user experience, music retailers can not only stay ahead of the competition but also build a loyal and engaged customer base. Cathy Terranova, studio manager of J Sharp Music in New Mexico, said she views her store’s website as a funnel. “Retailers should use their website as a funnel and then increase the efficacy of that funnel, so making sure there’s less clicks and it’s integrated with your CRM or PLS is vital,” Terranova said. Similar to Steppan’s advice, Sharalaina Piro-Rael, owner of J Sharp Music, advised retailers to get an outside perspective and ask others to go through their website to find if there’s any holes. “I ask other people to click through things and tell me if something is hard to access in order to help with user friendliness,” Piro- Rael said. “They can help me figure out some of the pitfalls and then I will make things as streamlined as possible.” Bradley Davis, Jr., public relations and marketing manager for Blues Angel Music in Pensacola, Florida, said its staff looks at its store’s website weekly and his team loves the flexibility and capabilities plug-ins provide, allowing them to enhance the site’s perfor- mance and user experience continuously. “We love the functionality with the plug-
ins,” Davis said. “We do utilize plug-ins whenever we can. I think what’s great about that is our division managers get together and find out how the website is affecting all of our divisions.” Learning from competitors can also of- fer a significant advantage to any retailer’s website. Davis suggested that music retailers regularly explore competitors’ websites to identify features, designs and functionalities that resonate with customers. “Look at your competition, and if some- thing is appealing to you, I think it’s OK to
model it for inspiration,” Davis said. “When it comes to what our customers and consumers want, I think it’s definitely appropriate to take a peek at what your competitors are doing.” Ultimately, investing in a well-crafted website is not just about keeping up with the competition; it’s about setting a new standard for digital excellence in the music retail industry. As the market continues to evolve, retailers who prioritize their online presence will be equipped to thrive, turning their websites into dynamic platforms that inspire and support musicians worldwide. MI
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