Retailing
Expand On-Line.
Clicks and Mortar.
Expand your business to the Internet before someone else does.
On-line and off-line retail works well together.
Schwab co-CEO David Pottruck, calls it, "Clicks and Mortar."
A recent survey showed that 1/3 of users intend to purchase
via the Internet during the holidays. Many more intend to shop.
Local businesses have a big advantage with these buyers. Many
buyers are still concerned about the security of their credit cards
when used on the Internet. They are also worried about the delivery
of their purchases. Local merchants with Internet sites can offer both
the convenience of the Internet and the safety and certainly of local
purchasing.
A "Clicks and Mortar" strategy is a good idea. In fact, its
essential. But from a strategic perspective, its
not enough to "just add Internet" to ones existing
offline sales and marketing approach. Offline merchants need
to do more than just get smart about the Web
-- they need to transform themselves into Internet
companies. They need to start thinking like Web
startups, attacking the Web with the
aggressiveness of an Amazon or an eToys, and
not flinching when their Internet strategies seem
to conflict with established channels.
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