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Aug 12
2009
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Some stores have begun to deliver a combined online and in store experience to their customers. These customers are not only enjoying convenience but also the accessibility to an expanded product line. The customer searches for products online then go to the physical store to make their final purchase decision; they return products purchased online at a physical store instead of shipping back.
Some retail giants use this ability to bring even more to their customers. Sears recently took advantage of kiosks to enhance their customers’ shopping experience. If a customer can not find what they want while walking around the store, they can go to the kiosk to search online and purchase the product (Sears will deliver this product for free), which said by Sears Holdings vice president Thomas Tisch differentiates themselves from their competitive market.
Small retailers who are beginning to build their own online business should consider incorporating this trend into their business model. Bring convenience to your customers, make shopping easier, and the result is satisfied customers who feel like they got more from their shopping experience.
Moreover, online stores and physical stores can be complementary parts to each other. Usually, yours physical store display is limited by the space. You can expand your product lines through an online store. Based on the best sellers at each store, adjust your product assortment at each location to maximize your profit.
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written by Trampoline Man, August 17, 2009
One issue we had was should we restrict access to our own website only. We decided to make the full web available, thinking it showed confidence that we could not be beaten on price.
There are issues with letting consumers have access to the web, but its under review.
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written by Michael Kromwyk, August 13, 2009
This trend is also increasing in Australia. I manage a sales distribution network that primarily sells insurance, subscriptions and travel. But in recent years I have developed a merchandise business that runs alongside the primary businesses. This is now $2m per year (& growing at +35% pa) with $9k online. I see the next avenue of growth to incorporate the long tail on the web site and offer buy online pick up instore. I'm also trying to integrate a POS online as well for real time stock locations and control.
I write about some of this at my blog http://newretailweb.wordpress.com/ and am looking for ways to optimise my site to close more sales of the other products as well.
Enjoyed your blog!
Cheers
Michael
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