Saturday, July 12, 2008

Get a web worker

In my experience, too many people have got the mindset of "set and forget" when it comes to maintaining an online shop. The thing is - can you afford to do this for your "bricks" store front?

In your store - of course you make sure all the products are on display appropriately, that your staff are there to help with queries in a friendly and personal manner, that the music sets the mood of the store, that the floor gets vacuumed, and that products are placed strategically through the store to catch that impulse purchase.

So why is it so hard to apply these principles in the online version of your store? The answer - it's not hard, it's just a slight change of mindset.

Get a dedicated web worker - they're no different than the checkout chick who also makes sure the shelves are packed right, except they're taking care of the online specials, the content, the emailed queries and a variation of order fulfilment. The skill set required is minimum - you're not hiring programmers here, you just need someone who can use a website with an admin system.

Your online store may be a small percentage of your bricks store - but if it's got customers and pulling in dollars it deserves ongoing attention.

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