As you sit and contemplate how to create your first jewelry website here are some things to think about:
- You do need a website. You cannot survive without it
- All adult users of the Internet use some kind of search engine to find store locations, services and products they are interested in.
- Since 2007 Google has tested and virtually perfected the service Google Local, which is designed to bring local customers together with local markets.
- Managing online inventory is as time consuming process as initially entering inventory into your POS in the store.
- In the article America, Online in the January 2007 of Instore Magazine it was reported that people research online, find the products they want, then go to a local store to purchase it. This allows customers to save time by researching online than door to door trips to local stores. NOTHING HAS CHANGED. How often do YOU search online before going to the store?
- Having your own large online product catalogs would put you in competition with mega online jewelry sites like Blue Nile, Amazon and every other hack auction site that undermines your customer service.
- Just like every other venture you attempt in business, without a significantly large advertising budget your website will not be successful. Sites like Blue Nile have spent a lot of money on marketing to make themselves a household name in jewelry. And they don't even have a brick and mortar store!
- It is counter productive to open an eCommerce only store and tell your current customers to buy from it. You have unwittingly told your customer, someone for whom you've spent a lot of money to get into your store originally, to shop online and not visit your store any more.
- Online sales to your current customers will dehumanize the shopping experience, diminish your customer service and you are losing the personal customer service that allows you to cater to the needs of your repeat customers while giving you opportunities for add-on or up-sells.
- Some vendors provide automated websites that you can "brand" as your own. They limit you to only the products they load in. These systems are an overly expensive, template process sold to many stores and create a competitive environment online that does not target your local market.
- Remember, customers search online locally before coming into the store. Your online product catalog should only show items you actually have in your store.
- It take a lot of time to manage a website. If you don't have the time, HIRE SOMEONE. Your website should stay up to date weekly or even daily. Post an ad on CraigsList for a part time employee specifically for your website.
It would seem that having a lot of your merchandise online would make it easier for your local customers to pre-shop or make out online Wish Lists.
Kevin Hilderbrand
kevin@hilderbrandjewelers.com
www.hilderbrandjewelers.com
12/09/2009 at 09:40:42