Retailers, do you have a Web site AND a bricks and mortar presence? Here’s how you can get an edge on your competition, especially if you’re competing with national chains.
Now here’s my perspective as a customer. I agree with Mary and with the study she mentions. When I need five pair of jeans for my teenage son, I don’t want to drive all over town to find them. What I would rather do is go to a store that carries that brand, have him try on jeans until we verify the correct size (because, like a typical teen, he growns like a weed) and then purchase five pair. But the store usually doesn’t have five pair in the same size.
Here’s The Idea
If you want to gain an edge on your competition, move one of your computers out on the sales floor and train your sales staff to help me order the additional three or four pair from your Web site.
Here’s What Will And Won’t Happen
You will need to change your rewards process so that the employee gets the commission off the online sale. This will motivate them to drive business to your Web site.
Your costs will not go up on the special order if you would be receiving another order within a week from that vendor.
When I return to the store to pick up my order, you have an additional opportunity to cross-sell me.
How simple is that?
Here’s The Customer’s Perspective
I do not care whether I buy from your store or your Web site as long as your business meets my needs.
If you only have one pair and you don’t seamlessly offer to meet my needs via your Web site, you will lose my business.
It’s that simple.
Update: Just went into Sears today and discovered a kiosk in their tool corral. It’s connected to Sears.com and you can order in tool if it’s not in stock in the store.