Thank you for your interest and question. It is a great one by the way!

I would start with Marketing online versus selling product online. Once you have developed you eMarketing effectiveness, you should then give the selling/pick-up and/or delivery model a shot.

One area that I must stress is the importance of gaining a true understanding of your customers’ needs, wants, conditions and limitations and how your stores are currently meeting or coming up short in delivering upon these areas. Many operators have jumped into eCommerce with sort of a “if you build it, they will come” mentality. Not a good idea. eMarketing can be very effective and cost efficient if you know you customer and your competitive climate and leverage the right eCommerce tools against your overall Marketing strategy.

Let me suggest four “out the gate” activities that you should consider (in priority order and assuming you have not already done these):

1. If you have an associate who has demonstrated a passion/talent for Internet based activity, bring them in on your eCommerce plan ASAP. Especially if they are young. For this space, I always say, “hire the children”.

2. Begin soliciting your customers and potential customers’ email addresses.

o Inside your stores, have pads and pens at every check-out asking folks for their email addresses. Outside of your stores (circulars, ads, etc.) have potential customers email you their email addresses. Incent customers via drawings and/or giveaways. Do this often!

o To the degree you can develop your email distribution list(s), you will have an unbelievable source for marketing to your customers under your competitors’ radar and at little to no cost (suggest you check out www.constantcontact.com for your email marketing.).

3. Create a domain name and website (www.godaddy.com is a good start – and by no means the only service provider in this area.).

4. Create company pages on Facebook, LinkedIn, Twitter.

o Think Facebook and LinkedIn as vehicles to collect fans and contact information for further loyalty development as well as conduct direct marketing.

o Think of Twitter as a vehicle to communicate daily specials (ala the old “blue light specials”).

o Remember, all three of these tools are used by your customers on their computers and via their phones (more so Facebook and Twitter).

o Really “get into” these social networking tools with the intent of understanding their potential and unique offerings.


Good luck!