Canadian Retailer - Summer 2015 - 25

Once online, careful consideration , upgrades and regular maintenance must be conducted to ensure success and freshness.

every stage of the shipping process. What does
the packaging look like? How much will orders
cost? How will they be weighed and fulfilled?
Who will do what? Details like these need careful consideration at the beginning of the process because they can cause enormous stress
when they pop up unexpectedly. "[Building
an ecommerce platform is] not complicated,
just not to be taken lightly," says Schreter. "It
requires work, it requires budget. Done right,
it is an essential part of the business and can
impact ROI drastically."
3. implementation

Once you have a plan, it's time to put that
plan into action. The implementation phase
will take you through setup, marketing, and
launching the store. It can take a long time, but
if it's mapped out with a plan, it's easier.
* Designate a champion. Even if you start small,
the web store will need a person to lead the project. Millington cautions store owners against
taking the ecommerce project on alone. "It's
hard to do it yourself," he says. "Make sure you
designate someone to it who can do it well." As
he explains it, retailers should treat the web
store as a new store. Each bricks-and-mortar
store location will have a store manager, and
the web store should have a dedicated store
manager, too. "It's another store," he says.
www.retailcouncil.org/training/retailersguides

REachinG thE woRld
Sara bonnyman pottery is a single store purveyor of
unique hand-thrown stoneware located in tatamagouche,
nova Scotia. the store has its regular customers and
enjoys visits from tourists passing through the town. and
through ecommerce Sara bonnyman, owner of the store,
has opened her business up to customers on the other
side of the world.
"i've been selling product online for about nine years,"
she says. "and it has literally gone around the world. last
year alone i sent orders to the uae, Switzerland, Japan
and many to the united States. it's an incredible story.
When you're off the beaten track in a place like tatamagouche, to sell product and open yourself up to markets
on the other side of the world-there is no other word to
describe it. it's amazing."

* Find as-needed talent. Millington says some
retailers "overshoot" their expectations concerning how many people they will need involved in the web store. "You don't need to
be great at the start," he says, and you don't
need to spend a fortune on photographers,
writers, and marketers to get the store up and
running. Rather than hiring photographers
to shoot all the products in your store-those
costs can be formidable-he suggests that retailers look at hiring temporary talent. A retailer can hire a photographer to come in for

Summer 2015 | canadian REtailER

| 25


http://www.retailcouncil.org/training/retailersguides

Canadian Retailer - Summer 2015

Table of Contents for the Digital Edition of Canadian Retailer - Summer 2015

Publisher's Desk
Retail Currents
Member Profile
Retail: At Issue
Growing Sales Through Online Marketplaces
The Future of Retail
Getting Online
The Mobile Shift
Rebooting for Better Business
Top Grocery Rookies Showcase Hunger for Innovation
Advertiser's Index
Retail Quick Tips
Canadian Retailer - Summer 2015 - cover1
Canadian Retailer - Summer 2015 - cover2
Canadian Retailer - Summer 2015 - 3
Canadian Retailer - Summer 2015 - Publisher's Desk
Canadian Retailer - Summer 2015 - 5
Canadian Retailer - Summer 2015 - Retail Currents
Canadian Retailer - Summer 2015 - 7
Canadian Retailer - Summer 2015 - 8
Canadian Retailer - Summer 2015 - 9
Canadian Retailer - Summer 2015 - Member Profile
Canadian Retailer - Summer 2015 - 11
Canadian Retailer - Summer 2015 - Retail: At Issue
Canadian Retailer - Summer 2015 - 13
Canadian Retailer - Summer 2015 - Growing Sales Through Online Marketplaces
Canadian Retailer - Summer 2015 - 15
Canadian Retailer - Summer 2015 - The Future of Retail
Canadian Retailer - Summer 2015 - 17
Canadian Retailer - Summer 2015 - 18
Canadian Retailer - Summer 2015 - 19
Canadian Retailer - Summer 2015 - 20
Canadian Retailer - Summer 2015 - 21
Canadian Retailer - Summer 2015 - 22
Canadian Retailer - Summer 2015 - Getting Online
Canadian Retailer - Summer 2015 - 24
Canadian Retailer - Summer 2015 - 25
Canadian Retailer - Summer 2015 - 26
Canadian Retailer - Summer 2015 - 27
Canadian Retailer - Summer 2015 - The Mobile Shift
Canadian Retailer - Summer 2015 - 29
Canadian Retailer - Summer 2015 - 30
Canadian Retailer - Summer 2015 - 31
Canadian Retailer - Summer 2015 - 32
Canadian Retailer - Summer 2015 - 33
Canadian Retailer - Summer 2015 - Rebooting for Better Business
Canadian Retailer - Summer 2015 - 35
Canadian Retailer - Summer 2015 - 36
Canadian Retailer - Summer 2015 - 37
Canadian Retailer - Summer 2015 - Top Grocery Rookies Showcase Hunger for Innovation
Canadian Retailer - Summer 2015 - 39
Canadian Retailer - Summer 2015 - 40
Canadian Retailer - Summer 2015 - 41
Canadian Retailer - Summer 2015 - 42
Canadian Retailer - Summer 2015 - 43
Canadian Retailer - Summer 2015 - 44
Canadian Retailer - Summer 2015 - Advertiser's Index
Canadian Retailer - Summer 2015 - Retail Quick Tips
Canadian Retailer - Summer 2015 - cover3
Canadian Retailer - Summer 2015 - cover4
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