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Even Small Businesses Can Benefit from an Internet Presence
By Janie Franz
January
1, 2003
Customer
demand for the convenience of Internet sales has prodded many small
retailers to dip a toe in the online waters. The Web has been especially
good for newer retailers who haven’t yet built a strong brand
presence, and has proven ideal for specialty retailers in the toy
market.
There are three main ways businesses use websites. One is as a sole
store presence, which is the toughest business model to start and
make prosper. However, if you have a product that is truly distinct
from your competitors, you may have an edge. PoshTots, a Virginia-based
company, started making a profit after only seven months, exclusively
selling high-end children’s furnishings on their website.
The most common reason companies go online is to create an extension
to brick-and-mortar stores, offering another level of service to existing
customers while reaching new ones via the Web’s world-wide audience.
The third reason--advertising. This can take the form of product information,
store locations, or additional information related to your products
or your products’ users.
Finding out what your customers want when they come to your website
is critical (cont.)...
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