Inbound Commerce is “the practice of attracting your ideal customers to your ecommerce site by building relationships with them.” It goes far beyond discounts and free shipping offers. Sure, discounts are enticing, but in the short term, you attract the “coupon clippers” of the Internet, not loyal repeat customers.
How can you move beyond these incentives and truly connect with your customers in a meaningful way based on their sincere interest in what you offer? By delighting your customers with valuable informative content.
Inbound ecommerce is perfect for products that fit the problem/solution model. I used it to promote The Natural Dentist, a company I started. However at the time we did not call it inbound marketing. We had products that were an excellent remedy for bleeding gums and used blogs and social media to let people know. It was a very successful strategy that yielded a loyal customer base that remains to this day. If your product really does work you can build a community of product advocates. But even if your product is more of a commodity inbound commerce will still work for you.