posted on October 29, 2010 04:39:35 PM new
More or less, I am trying to increase foot traffic at our business and have some concerns about too much information on our website that allows customers to browse our selection online, but not come into our store. Sounds funny, but I really believe some businesses shouldn't have websites other than for basic info.
One thing to consider is that most of our web traffic is local, not an e-commerce site.
Our website has a photo gallery of items in our store, but this gets updated every 30 days or so. We used to include prices, but found this was hard to manage b/c we would change prices to get pieces to move out quicker and couldn't adjust the site quickly enough. We also knew local dealers were using our site as their personal price guide. So, we removed the prices.
Now we just have a photo gallery and description of pieces, but I am really getting burned out on trying to wear the hat of brick and mortar and manage a website that doesn't do anything for us other than to provide typical business info and photos of our stock. I really believe that customers aren't shopping the store b/c they see a partial gallery of our stock online. If they don't see it, they won't shop.
So, I've considered completely moving to a basic website where people can see the type of business we are, hours, contact info, etc..
What has led me down this road is the continued backlash we get from demanding people who want more info immediately. They want everything on the site so they don't have to come in. I want people to come in, see, touch, sit, talk.
I've actually considered starting a whole other website under a different business name to do e-commerce. Why??? Because I am afraid that local customers will see our e-commerce site and not come in to shop.
The other benefit of separating the e-commerce site would be that I can likely command higher prices by projecting a different image from what our local business is. I have to say, Portland is NOT a very strong market for what we do and e-commerce would be an improvement.
Am I crazy to think I would be doing the right thing to eliminate photos of our current stock in hopes of changing the online browser to an in-store visitor?
Any input is greatly appreciated.
[ edited by shagmidmod on Oct 29, 2010 04:42 PM ]
posted on October 29, 2010 09:24:27 PM new
shagmidmod,
When i had by B&M store, we used to have folks that would come in just because they wanted to feel and touch the item they were buying. I would say that 80% of our B&M (brick and mortar) store traffic was brought into our store because of the website we had, we had a full e-commerce site with prices so they could either buy online or buy on the website, few locals purchased on the website, they rather come in. But i would not have gotten them in the store if it was not for the full e-commerce site. They saw what they wanted they would come in and ask for it and walk out with it or something better.
My advise to you is that if you do not have someone to do the e-commerce full time, then an informational webpage should be enough, but if you can have a full e-commerce site, that will really bring in more people in my opinion, because they see what they want and come in and get it.
Just my 2 cents, and a little of my experience with e-commerce and B&M.
posted on October 30, 2010 01:42:08 AM new
Treat your website the same as a sales flyer. It's advertising. You could do just items that your wanting to move rather then your entire inventory every 30 days. Plaster SALE & REDUCED all over it.
posted on October 30, 2010 07:44:11 AM new
We have a discount clothing store which has a website,it does not sell online but it features some new arrivals and then you can print some coupons and bring them to the store.
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There is no 'Global savings glut',only wild horses and loose bankers.
posted on October 30, 2010 09:17:55 AM new
bizzy- was your store retail or resale?
the issue we have is that we sell vintage furniture, lighting, and collectibles. There is a difference. If retail, your prices are generally within the average of the same item sold across the country. Some prices are set by the mfg.
In our type of business, we have found that locals often won't pay what the national market will bring.
A perfect example is a set of candlestick holders we sold on eBay this week for $100. There is no way we would have sold those for even half that price locally. Last year we had a lamp that we sent to auction in Chicago that sold for $2500. If I had put it in our store, we would have been lucky to see $200. We also had a sofa in our store for 3 months. It was as low as $2200 and nobody bought it. I listed it on eBay and within two weeks it sold for $3500.
If we set up our e-commerce site with these items, I am more concerned that the locals will be turned off by the prices and not come in.
The reality is that we have 9 months left on our lease and I don't have intentions of renewing it or relocating the B&M elsewhere. We will simply go online to sell, and possibly do some shows. Local support has obviously diminished to the point where it just sustains the store and nothing more.
posted on November 6, 2010 03:13:31 PM new
If you have 9 months left, you've been offered a golden opportunity: the traditional "Lost Our Lease" sale.
Got a local mailing list? Won't your repeat customers want a chance to come by, chat, say how sorry they are you won't be around any more?
If you decide to go that route, you can use the website as a tease. Slap SOLD banners across pictures and leave them on the site so people can see what they missed. (Without prices, of course.)
It sounds sleazy, I know, but in this economy you have to do markdowns to get sales. Even if you were in Manhattan you'd have to do it.
posted on November 6, 2010 03:31:36 PM new
These days plenty of retailers are re- negotiating their leases.
Some landlords are willing to take a percentage of your daily,weekly or monthly sales.
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There is no 'Global savings glut',only wild horses and loose bankers.
posted on November 6, 2010 09:23:58 PM new
shaq, yes you are correct on retail vs resale. Ours B&M was retail and the prices were set, although we used to get some folks trying to haggle the prices, it was always so funny to talk to people like this, the usuall line was i saw this online for $$ will you sell it for that, my answer was always no.
But if you are going to go to online only in 9 mths you might as well start setting up that online website now, that way when you do go online only you will already have it set up and ready. Anyways good luck in your venture. I am glad i closed down my B&M, save me lots of $$ when the economy went down as my business is more of a luxury than a necessiaty.
posted on November 7, 2010 09:17:59 AM new
well,if locals are not willing to pay the store price or the price you fetched on Ebay ,how is going out of business or store closing attract locals?
They would expect a even lower price than you have right now?
9 months from now,the economy may turnaround.
I goofed off on Hilton Head Island for one year ,most stores have problem meeting rent.
The allure of working just the summer /tourist seasons and make enough for the whole year draw all the wannabees onto the island,they came from all over-New Jersey,Midwest and nearby Southern states to open night clubs,restaurants,bookstores,gift shops etc.
Many lasted less than a year,money gone and no job on the island,so they went home,losing their hardearned capital.
Some stayed,and those who stay negotiate with the landlord for lower rent or pay a percentage of their daily/weekly or monthly sales.
Landlords would work with you,empty store front does not do him any good !
Unless youjust dont want a brick and mortar store anymore!
There is also AMZN fullfillment program for storage and shipping!
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There is no 'Global savings glut',only wild horses and loose bankers.
posted on November 7, 2010 09:39:00 AM new
Rember the EXXON kidnapping case-a couple kidnapped EXXON Intl executive right outside his house in New Orleans ?
Well,the hubby used to work for Exxon as a security guard,forced to retire and took his 80k retirement money and opened a nightclub on Hilton Head Island ,lasted 10 months,money gone ,so they came up with this kidnapping scheme!
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There is no 'Global savings glut',only wild horses and loose bankers.
posted on November 7, 2010 10:11:01 AM new
For me it is a matter of balance. We just moved to this location and our rent is extremely low compared to previously. There isn't any means for rent to go down at this point and I wouldn't expect it to. I find our rent to be extremely reasonable.
The best way to explain it is that my website is set up for window browsing... not buying.
Currently, people have to contact us to buy items from our site. Obviously, this is not beneficial for online buyers or us.
At the same time, it gives locals the ability to see part of our current stock (window shop), but there is so much more in the store than what is online and I don't have the time to photograph everything that comes in. Keep in mind, we are selling one of a kind items (or at least one of a kind in our store). So, spending time to photograph items that we have just one of is not very efficient.
I want to end the window shopping and get them in the store. My hope and theory is that if I eliminate the online window browsing, they will have to come to the store to see what we have. Maybe tease them with a few of the best or samples of items we have had in the past.
On the other hand, I want to set up an e-commerce site. I am not sure that using our current site is the best way to go because it may confuse local shoppers. If I add e-commerce it will be for higher end, more expensive items. This may turn off locals from coming in if they only see high end pieces that the local market rarely buys.
The reality is that there are items we sell online for much much more than in the store, but there are more common items we sell in the store that would just sit online and not sell. I want the best of both worlds. See the dilemma?
posted on November 7, 2010 10:54:23 AM new
well,you can set up 2 websites,one for local and one nationwide.
you dont have to tell your local walkin customers you have another site.
Or have one website but keep selling on Ebay auction style.
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There is no 'Global savings glut',only wild horses and loose bankers.
posted on November 7, 2010 10:57:07 AM new
BTW,I had a shop on Yahoo Shopping for years and 'things' just sat and sat until I moved them to Ebay.
So,if you have your own website,how do you draw traffic nationwide?
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There is no 'Global savings glut',only wild horses and loose bankers.
posted on November 7, 2010 02:14:43 PM new
great question hwa. i would advertise in some publications where people who buy our stuff subscribe/read. one publication is quarterly and rates are less than $300 an issue for a color size ad. the other is closer to $450 a quarter. also, there are a few other sites where i will register at to sell high end pieces. this will help drive customers to us as well. finally, there is eBay where I will include info whenever I ship items. google adwords, etc. is also available.
posted on November 7, 2010 07:42:17 PM new
I know you have worked hard to 'brand' your name but could you set up your higher-end site with a new & different name?
Just a thought.
posted on November 8, 2010 11:23:19 AM new
otter- that is exactly what i was thinking. i could even put a link to it on our current site referring people to it. We get about 500-700 hits a week on our current site.
the thing about doing it this way is that it gets run as a separate entity and maintains a higher image... so prices are indicative of this.
