It seems that every time we look at any press to do with retailing and shopping the words ‘multi-channel’, Omni-channel, online presence and click and collect dominate the headlines. These words often fill the reader with at the worst fear and at the best apprehension that one isn’t doing enough to address these new fangled shopping channels in ones own business.
Well I’ll let you into a secret. ….. little had changed!
I know, I know I can hear you shouting – what are you shouting – what about all those online retailers taking my business and what about all that money I would have made to invest to just catch up with this competition let alone compete.
It is true, retailing has been synonymous with physical space and shop fronts but it has been 153 years since a Mr Pryce – Jones shipped his Welsh flannels direct to his customers who had chosen their wares via a catalogue he was awarded a knighthood in 1887. Mr Pryce-Jones kicked off this new-fangled mail order channel and ever since the public have had multiple choices of where and how they can shop – in store, mail order catalogue, door to door salesmen or factory gate. Online retailing is but another channel, that your audience can access your products. The dynamics are exactly the same in clicks as they are bricks. Your job as a retailer is to find a product that your target market want and try to add a margin that gives you a good living whilst appearing to be great value to your audience.
It doesn’t have to be complicated or expensive to exploit online retailing, infact the laws of economics are making he accessibility to online retailing ever more appealing with great ecommerce software available for under £100 per month. Expertise is ever more available and cost effective too.
So next time you read the words mobile friendly, social media or click & collect just look at them the way they should be looked at as just another way to access your wares.