Mike McGrath, owner of Uniforms and Scrubs, has built an online empire dedicated to selling clothing products for the medical community. The core of this company is to provide a secure, easy method of buying high quality scrubs 24/7, at a reasonable price, back by great customer service. I recently talked with Mike to get some inside information on his marketing strategies and what has and hasn’t worked for him in online retail.
Cart32: Currently you use the following marketing techniques to promote your business: Pay-Per-Click Advertising, Search Engine Optimization, and Email Marketing. How do these different marketing techniques help you promote your business?
Uniforms and Scrubs: Most effective is Pay-Per-Click Advertising, most profitable is SEO, and most socially oriented is E-mail marketing.
Shoulda, Coulda, Woulda
Cart32: You have a very successful online business – what is one thing that you wish you would have known entering the world of eCommerce?
Uniforms and Scrubs: How many things that effect customer satisfaction that are out of my direct control.
Cart32: What is your normal process for processing an order?
Uniforms and Scrubs: We then pull down all orders the next day, review them for errors and corrections, transmit either via email or ‘EDI’ to our manufacturing partners for pick, pack and ship.
Cart32: U&S offers free shipping to orders with more than 6 items. Has this promotion lead to an increased your average order?
Uniforms and Scrubs: Not any more, free shipping in one form or another has just become the industry norm and a must have for doing business. I am actually going to modify that soon to another more standard industry practice focused on dollar amount.