Follow Bill Linkedin Twitter Facebook
Email Bill Email
Marketing & Sales
Sep 24, 2017

Online vs. In-Store: Hard Work Makes All The Difference

Sponsored Content provided by Bill Hunter - President & Creative Director, Wilmington Design Company

Twenty-three years ago, the first ecommerce transaction in the history of the internet took place.

A site called Netmarket had figured out how to use encryption to sell music CDs. Pizza Hut began selling pizzas online soon afterward. A couple of months later, a Wall Street executive named Jeff Bezos launched Amazon, and the rest is history.

The cultural shift towards ecommerce has forever changed industries that used to operate entirely through brick-and-mortar locations. Large and small businesses alike have felt similar pressures to offer online shopping.

However, this shift away from physical retail locations has caused many companies to invest in ecommerce sites without realizing that the same amount of work, if not more, awaits them.


Online Selling ≠ Less Work

When companies mistakenly think that operating an online store means they can skip the grunt work that goes along with merchandising and marketing your products, they misunderstand ecommerce’s unique challenges.

Running a successful brick-and-mortar retail location means a lot of hard work and careful planning. The same ingredients - if not more - go into a profitable online store.  

Elements of running Ecom successfully:
  • A well-built, easy-to-navigate website.
  • Great product photography and compelling descriptions.
  • A clear shipping and return policy.
  • Well-thought-out workflow for processing orders and handling customer questions.
  • Overall digital marketing strategy/plan and budget.
  • Ongoing testing, data evaluation and analysis.
Ecommerce strategy is about creating a user-friendly, enjoyable experience through an online portal. This is a portal where you can’t have employees greeting your customers and guiding them to the correct aisle; you have to put in the extra effort to make your ecommerce business approachable, successful and sustainable in the long-term.

If your company goes about an ecommerce strategy correctly, you have the potential to expand into new markets and reach wider audiences. The important thing to remember when comparing physical and online retail is that both require a lot of work, but that work will pay off if done correctly and meticulously.  



In the same way that detailed planning goes into in-store marketing, your customers should have a clear perception of your products online. Photography needs to be clear, edited and bright to give potential customers the best impression of what your business offers. Descriptions of products should be similarly detailed and anticipate questions your target audience might have.

The logistics of shipping and returns should be handled in a way that places the most emphasis on guaranteeing a timely, seamless delivery for your customers.

Finally, the finished ecommerce site should be easily navigable and understood. Try to imagine interacting with the site as a potential buyer. Is the checkout too difficult? Are your pages coherent and consistent? Does it leave a positive impression of your business?

If you aren’t sure where to get started with your business’s ecommerce site, get in touch with us! We’d love to partner with you to grow your business into new markets online.

Bill Hunter and the WDC team believe that honest business and innovative design go hand-in-hand. Their talented team of designers, marketers and developers are as diverse as our work. They offer a range of services, including marketing strategy, branding and creative web and application development, as well as digital marketing solutions specific to your business. Contact Bill at [email protected] or visit  www.wilmingtondesignco.com.  
 

Other Posts from Bill Hunter

Wdc 300x250 growyourbusiness
Ico insights

INSIGHTS

SPONSORS' CONTENT
Aaeaaqaaaaaaaaidaaaajdhiztrkodm0lte2yjetngrkmy1hotrmltawmdvlmwqyztmymw

Something In The Way You Walk

Diane Durance - UNCW Center for Innovation and Entrepreneurship
Mike stonestreet 300x300

Want To Be An Amazing Neighbor? Five Ways To Start (And Some Things To Avoid)

Mike Stonestreet - CAMS (Community Association Management Services)
Drewsmith copiersplus headshot

How Accessories Can Step Up Your Copier Game

Drew Smith - Copiers Plus

Trending News

Trask Land Plans Two Communities On More Than 500 Acres

Cece Nunn - Sep 17, 2020

Judge Rules Wilmington Vacation Rental Code Illegal

Cece Nunn - Sep 16, 2020

Pier 33 To Offer First Phase Of Apartments In October

Jenny Callison - Sep 15, 2020

Landon Zimmer Reappointed To State Transportation Board

Christina Haley O'Neal - Sep 15, 2020

WDI Names New MSD Operations Manager

Christina Haley O'Neal - Sep 15, 2020

In The Current Issue

Where Will The Money Flow?

Details remain to be settled about how proceeds from a sale of the county-owned hospital would be spent and who would control it....


Delaney Partners Up On Health Outreach

Delaney Radiology recently announced that is partnering with the educational initiative What’s Normal? What’s Not? to provide free breast he...


More Using RV's For Safe Travels

Limitations resulting from the novel coronavirus have “opened the eyes of people who never thought about [traveling by RV] before,” said Tra...

Book On Business

The 2020 WilmingtonBiz: Book on Business is an annual publication showcasing the Wilmington region as a center of business.

Order Your Copy Today!


Galleries

Videos

2020 Leadership Accelerator: Virtual Workshops for Real Leaders
2019 Health Care Heroes
August 26, 2019 Power Breakfast: A Healthy Sale?
2019 WilmingtonBiz Expo Keynote Lunch - CEO, nCino, Pierre Naude`