Posted by Wanda Loskot on October 12, 1998 at 17:32:38:
In Reply to: Local retail stores on the net posted by John Abis on October 12, 1998 at 07:27:01:
: Wanda,
: Any suggestions for the owner of a retail paint store?
Just a couple of days ago someone asked for feedback regarding a fabric store -
I think it is similar enough to reprint my answer from another discussion forum:
(although I did remove things that were very specific for the other guy's site)
Getting into mail-order might be an option and then you might want to add something to sell
on-line, but in my opinion you will fare much better if you offer more outstanding customer
service to your existing customers. The lure of wold-wide market might bring you more hadaches
- while just expanding your local market, can make you a very wealthy person. Use your website
not to increase the number of your customer (although this will be fine too :-) - concentrate
on having your existing customer coming to you more often, and buying more while at the store.
If you will consider the growth you can experience this way, you might have a very dynamic and
safe business expansion locally. Seeing your offer on the web I am positive that you didn't
penetrate your local market - most likely barely scratched a surface.
In my experience, the existing customer base is the most overlooked goldmine business people
have at their finger tips. It is easier to exploit these opportunities than reaching new market
(which seems so simple only to uninformed).
Most people miss entirely the possibility of using website to dramatically strengthen customer
service for local business. Things that could be prohibitively expensive are now a cinch for you.
Here are just some of the possibilities:
- create a catalogue showing samples of your fabrics (and I mean possibly every product - why not?
(Ok - you change this since you are not in fabric business - and do it with wallpaper, simple, huh?)
- provide pictures of models wearing items made from that fabric - just like the magazines and
printed catalogues do (you can put pictures showing houses painted in and out, funitures, etc - right?).
- offer home delivery for your local clients (those who will want to shop from home)
(no channge here!)
- create a portfolio of craft projects (perhaps a project of the week for fresh content?)
(Ok - don't call it craft project - call it whatever :-)
- announce a contest and present winners (this will help you build a sommunity even stronger)
(same here)
- have a special page with tips how to take care os specific fabrics (removing spots etc.)
(teach them how to mix paints, how to prepare surfaces, remove paints, cleaning tips,
- getting the picture? - I wish I had a site like that to visit when I was working on my
house!)
- give sewing tips for the beginners - and special columns for advanced
(yep - same here)
And this is just the beginning because the possibilities are endless.
Virtually endless ways to create a bond and wow! your *existing* customers
so that they come more often, buy more and send you more referrals.