Chapter 1
Expanding Online to Keep and Grow Customers
IN THIS CHAPTER
Deciding whether a website can help your business
Perfecting your timing when you’re launching a site
Building on your store’s existing identity
Mapping out the details for your online move
Putting your inventory on the web
If you’re reading this chapter, it’s probably safe to assume you are an existing retailer who hasn’t opened up shop online, or hasn’t made the most of your web presence. You’re not alone. Nearly half of all small businesses (with 10 or fewer employees) don’t have a website today. That’s unfortunate, because there’s a lot of opportunity (revenue!) that is earned, driven, and influenced online. In fact, your customers most likely assume that they can just as easily shop online with you as they can shop from your retail location. After all, in a time when you can buy everything from wine to Windex online and have it shipped to your door, why wouldn’t you also be able to buy from your favorite local ...
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