Basically,
instead of store-front, you become back room.
Operating
your business online, particularly if you have a website, requires a whole new
set of skills. Instead of facing your customer, you are sitting in front of a
computer. Instead of guiding customers to the hot new product on your shelves,
you are taking photos. And those photographs need to show a degree of
photographic finesse to compete with the big boys. You need to constantly
update your site because successful sites get frequent visits from
their regulars. And you have to be on the ball with stock control. Nothing upsets
a customer more than wanting a product on your website but being told
"Sorry - it is out of stock".
The speed
of this transition is really quite scary. Who would have thought, even 5 years
ago, that a significant number of traders would have a website and an even
greater number would be offered regular exposure on Facebook, Foursquare, and
other social networking outlets. Who would have thought that over 50% of
mobiles in Australia would be smart phones capable of doing basic things like -
"Find the nearest T-shirt shop". Who would have thought that so many
customers would be asking "Do you have a website?"
It may
not be what we signed up for but online retailing is a reality and, like
anything else we tackle in business, needs to be done well.