Canadian Retailer - Spring 2014 - 27
MYSTORE RETAILER'S GUIDE VOL. 10.2: OMNICHANNEL
A P U B L I C AT I O N O F
S P O N S O R E D BY
The Voice of Independent Retail in Canada
AT HOME ONLINE
Tips to leverage an online store
BY ROBERT PRICE
Leveraging additional channels allows independent retailers to extend their reach and increase sales.
ravel in a time machine to 1998 and log
onto the "Internet" and what will you
find? The answer is an online retail
landscape ruled by purely online retailers and
a few big boxes. Only the giants had the resources to custom-make Web stores at that time.
Life is different today. Independent retailers who want to extend their brick-and-mortar
stores into a brick-and-click format have options. E-commerce technologies are easy-to-use
and affordable. More and more, retailers have to
come up with reasons not to go online. The reasons for selling online are too many to count.
This Retailer's Guide looks at tips for taking a
store into a second and third channel-namely,
e-commerce and mobile.
Tip: Test ideas
E-commerce platforms have reached a critical mass: the technologies are cheap and intuitive enough to make running an online store
relatively simple and efficient. The investment
is low and so is the risk. This gives retailers
something they haven't had before-the opportunity to try lots of new ideas online quickly
without gambling the store.
* Experiment with new promotions. Most ecommerce platforms allow retailers to change
pricing immediately, meaning retailers can
quickly follow trends, enact new promotions
and change shipping and return policies. Promotions that don't work in the store might work
online. Similarly, promotions that work online
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