Why Your Brick & Mortar Business Needs Online Plans
For several years, I have championed traditional brick-and-mortar companies in adopting the opportunities found in e-commerce. I strive to convince store owners who prioritizing"getting online" is well worth the effort.
Alas, I never expected a situation like this, but we are here if we like it or not -- and I am eager to show you the way, because expanding your company into the market of the web permits you to bolster your company in some extraordinary ways.
From the first post of the three-part series, I wish to share why online strategies are essential for your brick-and-mortar shop.
Online strategies are available to established and new companies.
As you don't have to be one or the other; you do not need to be an internet player or a neighborhood staple. It is not us versus them. I feel that the way of the future of retail (that's already gotten started), is in finding a combination of a company being eloquent both offline and online.
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And I am not talking about using a Facebook page to your shop or sharing your merchandise on Instagram. I am talking about having a complete online strategy that provides you the chance to make as much money on your online store (if not more) by selling all over the nation or the planet, as you operate your storefront and understand the community market like the back of your shopkeeper hand.
Being both offline and online builds a stronger company with greater opportunity.
In this new means of running retail, online supports offline, and offline supports online. It is two sides of the identical company that work together to create a stronger whole.
Allow me to paint a picture: a tourist strolls into your shop while hanging around town and finds a few items they love. But, since they're mindful of the travel budget they simply catch a product or two before going on. A month later, they have not forgotten those items they left behind (do not we all have any of those?) And they see your online store to eventually scratch that itch. They could not support you completely before, but they definitely can afterwards, and they become a loyal, repeat customer, even from afar.
Alternatively, your shop's thoughtful social networking feed has attracted a new admirer from throughout the nation. They browse your website and perhaps buy a product or two, but let's be fair -- scrolling a website isn't the same as seeing a shop in real life, and they understand that. When their next holiday comes up their desire to go to your store affects their plans -- they are travelling close enough to add a day trip merely to see your shop.
A powerful online presence will make your shop a destination, and you better bet that if a visitor comes from throughout the nation to finally navigate your shelves in real life, they are going to be prepared to purchase every product that catches their attention. (And then they will pick up things online when they get home when they run out of space in their bag!)
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Going online makes you more workable, even in challenging times.
Having an internet presence doesn't diminish the quality of your brick-and-mortar experience -- it'll make it more available to more people. Additionally, it will give you a more reach and capability to serve a much bigger audience, and not only during your store hours, but round the clock.
Additionally, it will help you when times get tough, because one part of your business is a backup plan to another. When your site goes down due to server issues half-way throughout the country or when social media algorithms change, you still have your storefront working during business-as-usual, providing you with a leg-up on your online-only competitors. Alternatively, when a pandemic wipes out your ability to open your doors, your clients can still shop your fully stocked e-commerce site.
And, as most of us know, none of those situations are hypothetical. And a excellent example of a very traditional brick-and-mortar, local-staple sort of firm that has embraced online company is Powell Books, the world's largest independent book store, based in Portland, Oregon. Because the COVID-19 pandemic, Powell's Books was forced to temporarily shut their five places, but managed to retain almost half of their employees as they moved into satisfying the flooding of online orders. Being both offline and online has helped them weather this storm that is unpredictable.
Success online does not just happen, it requires strategy.
Unless you have been blessed with the highest property on Main Street, each shopkeep knows that"if you build it, they will come" is not the best strategy for conducting a retail business. Just as your store takes approach and hard work, so does your internet presence. Butjust like your shop, with the ideal tools, anything is possible.
Join me as I return shortly with more information on those tools that will assist you embrace the chances of taking your business online.
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