Industry insider’s share their thoughts.
Our transactional website launched in 2010 as a way to reach new customers and promote the business to existing customers not local to our shops. The site generates about 15% of our total sales and the aim is to double this in the next 12 months. Our blog and social networking presence allows us to interact with customers on a more personal level and raises our online profile.
We went online in December 2012 and it was always our plan to build an ecommerce business to complement the boutique. It’s vital to have a good-quality website as it gives another revenue stream, broadens your customer base and provides local customers with a place to browse before buying. We’re now increasing our product portfolio.
The key benefits of online are that overheads are minimised and reach potential maximised. We take great pride in representation of the product, thus we have an in-house studio where our store manager shoots and styles images and looks to purvey our wares. Ecommerce is a beast that you never bother to try to tame - it’s still in its infancy in the grand scheme of things.
Ecommerce is getting tougher and more polarised with the big players getting bigger. The photography and descriptions are central to ensuring products are displayed to their best while ensuring the shop’s own character is translated through the social streams.