Frequently, a retailer is wanting to come with an e-commerce alternative and then requires a somewhat haphazard approach. Most traditional entrepreneurs who're not really acquainted with the web often see the physical store and also the online store as two separate and incredibly different entities. Whenever you treat your brick-and-mortar store and your online store differently, customers have two different experiences with your company. And, those customers become unclear about which experience truly represents your brand.
Seamlessly bridge your brick-and-mortar store (your company's history) with your online store (your brand's future). With this particular approach, you can give a single, cohesive consumer experience. Concentrate on these three critical areas: identity, image, and, integration. We also demonstrate how one company - Williams-Sonoma - does a superb job of meeting these three objectives.
Identity incorporates all of the physical characteristics that your customers keep company with your store. It's your logo, your color palettes, your store layout, and then any other details that bring about your store's distinctiveness.
Whenever you visit Williams-Sonoma, the thing is a lot of soft, muted, neutral colors like a backdrop on the walls. The colour scheme is straightforward and understated. The sporadic pop of color springs in the products themselves, neatly arranged as an ingredient of the in-store displays. The online version of the store has got the same feel into it: A crisp white background lets featured products grab the spotlight.
Image incorporates not just the looks of your store but additionally how customers perceive it. Could it be considered a high-end store with select, but pricey, items? Or, is your store an eclectic mixture of trendy yet unique gifts? Have you been noted for exceptional customer support? Or, do customers enjoy browsing in a low-key environment? Each one of these details bring about your store's image, and also you want that image to transport to your online store.
One thing that divides Williams-Sonoma is that it offers helpful tips, often in the type of in-store demonstrations and cooking classes. The shop has established a picture of being an answer provider for upscale kitchen products. It's carried that image online by including recipes that incorporate cooking ingredients or products available on the site. The site also uses quality graphics to inform you its finished product.
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Note: This article was sent to us by: Cynthia Adams at 07312011
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