Canadian Retailer - Winter 2013 - 19

MYSTORE RETAILER'S GUIDE VOL. 9.1: TECHNOLOGY

A P U B L I C AT I O N O F

S P O N S O R E D BY

GETTING IT TOGETHER
TO GET IT ON THE WEB
SIX STEPS FOR DEVELOPING AN ONLINE PRESENCE
BY ROBERT PRICE

I

n May, a global study of Internet usage found
that Canadians use the web more than any
other country in the world. We spend most
of our time on social networking sites and researching everything from daily trivia to our
next big purchase. At the same time, about half
of small businesses in Canada are operating
without an online presence.
Why the disconnect? Research suggests that
Canadian businesses are tentative about the
costs and the returns of going online. For retailers wanting to develop an online presence
and connect with those web-hungry consumers, this Retailer’s Guide identifies the essential
steps to getting it together to get it online.

1. Have goals and a strategy to reach them

The Internet isn’t the guest house. This is
one of the most common misperceptions about
web technologies—that web stores and social
media stand apart from the main business.
The Internet isn’t the outhouse either. Think
of it as another room in the house. Websites,
web stores and social media are channels for
www.retailcouncil.org/training/retailersguides

reaching customers. They serve as another
tactic for enacting the business’s strategy and
realizing the business’s goals.
And that’s where the planning begins. Before retailers look to build an online presence,
they need to review their business goals. A
web presence should help to enact strategies
and realize these goals. However, getting online is not a goal unto itself, says Leah Skerry,
managing partner of Norex, a web design firm
in Halifax. She also says that succumbing to
the urge to “throw something online” without looking back to the overarching business
strategy will lead to a dead end.
“The first thing is defining what you want to
do online and what the goals will be,” she says.
“Maybe it’s not to increase revenue, maybe it’s
only to build product awareness. It depends
on the type of retailer and whether they want
the long-term sale or the short-term sale.”
When retailers know how they want to grow
their business, they can deploy their resources more effectively—to sell, to build a reputation, to cultivate customers, or to listen.
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19


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Canadian Retailer - Winter 2013

Table of Contents for the Digital Edition of Canadian Retailer - Winter 2013

Publisher's Desk
Retail Currents
50 Year of Retail Advocacy
Preparing for Succession, Stitch by Stitch
Getting It Together to Get It Online
Social Media 101
Searching For Certainty
Working Toward A More Harmonized Approach
The Brick: Leaders in Retail and Sustainability
Advertiser's Index
Retail Quick Tips
Canadian Retailer - Winter 2013 - cover1
Canadian Retailer - Winter 2013 - cover2
Canadian Retailer - Winter 2013 - 3
Canadian Retailer - Winter 2013 - Publisher's Desk
Canadian Retailer - Winter 2013 - 5
Canadian Retailer - Winter 2013 - Retail Currents
Canadian Retailer - Winter 2013 - 7
Canadian Retailer - Winter 2013 - 8
Canadian Retailer - Winter 2013 - 9
Canadian Retailer - Winter 2013 - 50 Year of Retail Advocacy
Canadian Retailer - Winter 2013 - 11
Canadian Retailer - Winter 2013 - Preparing for Succession, Stitch by Stitch
Canadian Retailer - Winter 2013 - 13
Canadian Retailer - Winter 2013 - 14
Canadian Retailer - Winter 2013 - 15
Canadian Retailer - Winter 2013 - 16
Canadian Retailer - Winter 2013 - 17
Canadian Retailer - Winter 2013 - 18
Canadian Retailer - Winter 2013 - Getting It Together to Get It Online
Canadian Retailer - Winter 2013 - 20
Canadian Retailer - Winter 2013 - 21
Canadian Retailer - Winter 2013 - 22
Canadian Retailer - Winter 2013 - 23
Canadian Retailer - Winter 2013 - Social Media 101
Canadian Retailer - Winter 2013 - 25
Canadian Retailer - Winter 2013 - Searching For Certainty
Canadian Retailer - Winter 2013 - 27
Canadian Retailer - Winter 2013 - 28
Canadian Retailer - Winter 2013 - 29
Canadian Retailer - Winter 2013 - 30
Canadian Retailer - Winter 2013 - 31
Canadian Retailer - Winter 2013 - 32
Canadian Retailer - Winter 2013 - Working Toward A More Harmonized Approach
Canadian Retailer - Winter 2013 - 34
Canadian Retailer - Winter 2013 - 35
Canadian Retailer - Winter 2013 - The Brick: Leaders in Retail and Sustainability
Canadian Retailer - Winter 2013 - 37
Canadian Retailer - Winter 2013 - 38
Canadian Retailer - Winter 2013 - 39
Canadian Retailer - Winter 2013 - 40
Canadian Retailer - Winter 2013 - Advertiser's Index
Canadian Retailer - Winter 2013 - Retail Quick Tips
Canadian Retailer - Winter 2013 - 43
Canadian Retailer - Winter 2013 - cover3
Canadian Retailer - Winter 2013 - cover4
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