Why is it that so many shopkeepers act as if they’re in a witness protection program when it comes to their web sites?  One of the reasons shoppers support a local business is because they like to know the people behind the business.  Greet visitors to your site with a personal welcome, just as you would if they came into your store, using a picture of yourself (and your staff, if they’re willing) and the shop.

Think of your website is another opportunity for you to declare “I’m an independent retailer and proud of it!”  Instead of trying to imitate the sophisticated sites of the big chains, make your site as personal as possible.  This online presence gives you the opportunity to speak directly to your customers in a more relaxed manner than time sometimes allows in the store.  Consider writing a blog that invites your customers into your world.  Discuss trade shows you’ve attended and new products you are excited about, supplementing your words with images taken with your digital camera or smart phone.

Customers love best-seller lists, so even if you don’t feature a lot of products on your site, consider maintaining a changing gallery of hot items or specials.  Ask your web designer to set up your site so that you can update these fields on your own.   Another way to customize the site is by asking your employees to list their favorite products, illustrating their recommendations with photographs.  Bookstores often have “staff picks” highlighted in their stores, and there is no reason why you can’t use this idea on your web site.

A calendar of events will give customers an idea of the retailing excitement that you have in store.  Be sure to set this up so that you can made additions from your store computer, and keep it updated.  Store hours should also be prominently featured.

Keep your store’s overall image in mind when redesigning your site. The web site look should blend seamlessly with the concept that you focus on in your store. Use the same colors, fonts and style so that the web site reinforces your branding.

If selling merchandise online is an important part of your business plan, be sure that customers experience the same excellent customer service when ordering from your web site that they would from visiting your store.  Provide a phone number and e-mail address for customer contact, and respond to queries and orders promptly — and personally.

Happy Retailing,

Carol “Orange” Schroeder