heartharmony.com.au

Smart bricks and mortar businesses are realising that the internet provides them with a  whole new channel of customers.  Many start by dipping their toes into the internet water by creating “brochure” websites – essentially putting information that customers would normally see in their store or office online.

As they gain confidence we start to see the increase of strategies such as ezines rather than print catalogues, blogs and forums to encourage discussion around the areas of focus for the business and then adoption of social media such as Facebook pages and Twitter accounts to engage and interact with consumers. Online stores either as part of their regular website or as part of eBay also are explored as ways to tap into other customers.

In a small – mid sized business it is easy to integrate your on-line/ off-line presence. Generally the same or a small team of people are responsible for the branding, strategy and outcomes. When you start getting up in size you need to ensure cross team co-ordination happens.

Paul Marshall from Salmat Digital Force recently presented at the Retail World Summit in Sydney. He had some words of caution for businesses heading into the online world.

• Keep your online/offline businesses integrated.
• Ensure consistent return policies between both your online and offline stores. Customers don’t see any distinction between how they buy from your company – neither should you. Customers should be able to return goods bought online at a regular bricks and mortar store.
• Ensure your loyalty programs are transferable – all reward points (no matter whether accrued online or offline) should transfer.

I would add in a few more points

• All your online/offline terms & conditions need to be reviewed by an expert IT lawyer (I recommend IdeaLaw). You may need to review both sets of T&Cs to ensure you are complying with international sales law.
• Ensure you have consistent branding across all communication channels. If you are not careful you will present multiple brand images and styles – ensure you have a strong corporate style guide in place.
• Plan carefully before you leap – strategies such as forums and blogs are great for Google traffic. They also take a lot of time to maintain and develop. Like all cultural change – unless you are willing to invest the time and resources needed to maintain the change – don’t start. You will contribute to change fatigue for your employees & customers and it will be harder to get them motivated for your next big thing.
• If you are going to have a Twitter account – then take the time to respond to complaints/praise. Learn how to track comments about your business in real time and take action – never leave a comment about your business unacknowledged.

The bottom line – integrate, interact & intelligently plan your online/offline strategy.

Until next time

Ingrid Cliff

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Heart Harmony – Freelance Copywriter