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<\/a>Having even a small e-commerce site can help a small retailer promote its business.<\/p><\/div>\n
Many local store owners believe having a storefront is enough visibility, and that opening an online store is, frankly, too much of a hassle. A boutique home furnishings store might, for example, have frequently changing inventory. But the ability for a customer to browse the shop\u2019s offerings online may outweigh the potential any given item is not immediately available.<\/p>\n
Of course, most shoppers understand that their local merchant might have to order an item or that a similar product might have to be substituted. But the way those shoppers are using the Internet is as a recognizance mission. It is a nuanced meaning of convenience shopping. Rather than ordering the product from the site, they simply want to see if the retailer offers it, or offers a style of the desired product. For example, they want to go to the local natural food store\u2019s web site, see that in fact it does carry essential oils, and then stop in at a convenient time to peruse the offerings in person.<\/p>\n
The advantage is not just\u00a0to provide a means for\u00a0shoppers buy online, although that certainly is\u00a0a part of it. Rather, it\u2019s to extend the local merchant\u2019s appeal. Local businesses are far more adept at cultivating relationships that e-commerce merchants are, even those who have sizable brick and mortar presence. It\u2019s far more likely that the neighborhood women\u2019s apparel store will know your name, your children\u2019s names and your shopping preference for your sister than Macy\u2019s will.<\/p>\n
And that is the key to small business success: Knowing thy customer. It\u2019s something successful mom-and-pops excel at naturally. It\u2019s an asset that neighborhood stores have naturally and that the big boys must work at constantly. That relationship between small business owner and customer is like gold.<\/p>\n
That\u2019s why an e-commerce site is a \u201cthank you\u201d to your loyal customers: \u201cHere is something that will help you shop more efficiently. It\u2019s a recognition of your busy schedule and a tool to assist you.\u201d It keeps your store top of mind and, in combination with other customer relationship management tools, allows you to effectively compete against the behemoths at 1 am on a Wednesday morning.<\/p>\n
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E-commerce may only comprise 10% of the total retail market, but that\u2019s a $341.7 billion slice. Quite a big piece, indeed. With 90% of the retail space not engaged in e-commerce, there\u2019s a huge amount of growth potential in the … Continue reading