TOP 10 MISTAKES OF SMALL ONLINE RETAILERS

TOP 10 MISTAKES OF SMALL ONLINE RETAILERS

1.Testing the Water
2.Hiring the Retail Blind
3.Blind Leading the Blind
4.Dictated by Technology
5.Fishing Without Bait
6.If I Build It, They Will Come
7.The $10K Millionaire
8.The Clean Slate Mentality
9.I Don't Play Dress-Up
10.LA to NY Without a Roadmap

The Clean Slate Mentality

Shopping the internet feels very different from shopping in a physical retail store. The medium is so different that "brick and mortar" retailers approaching online retail tend to assume that everything they know about retail merchandising is suddenly irrelevant.

This is a big mistake. It leads to experienced merchandisers relying on web designers with little retail experience to define many aspects of their online store.

While the internet adds some new possibilities and operates on a 2 dimensional plane, virtually every best practice and principle of brick and mortar retail has a direct and equal precept in online retail best practices.

Shoppers online do behave differently in some ways than they would in a physical store. For example, online a shopper might put a half dozen items in their shopping cart without any certainty that they wish to actually purchase them - a rarity in a physical retail store.

But, the shoppers needs and desire to satisfy them remain the same.

Almost every merchandising principle for product placement, promotions and signage is applicable online!

The strategies you have implemented in your physical store that work well should not be assumed to be void when structuring your online merchandising. Some won't have obvious parallels. Think carefully about any given merchandising concept you've created in your physical store - what is its purpose? Why does it work? Think your way through it and you'll almost always be able to find an online equivalent. It will require some creativity, but it's almost always possible to translate it to online merchandising.

You'll soon find that not only does the web medium support the good merchandising techniques of your brick and mortar enterprise - often it expands the possibilities making many of those techniques even more effective.

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