How to Take Your Brick and Mortar Store Online

Hey there Sea Changers, one aspect of the online business world that I have not really looked into to this point is for those looking to realign current ‘traditional' businesses into an online capability. This can be for a number of reasons, which we will discuss below, and whilst there is obviously some work involved, it is not a real difficult process to get set up. So if this is something that you have been thinking about then grab a drink and let's run though how to take your brick and mortar store online…

What do we mean by ‘online'?

Ok, so let's make sure we are clear on what we are discussing here. I will start with the simple explanations:

• Brick and Mortar – By this I mean a traditional ‘physical' business that has a shop front or office that people walk into, make purchases and walk out again. This is your retail outlet (shoes, books etc.), service business (e.g. restaurant, doctor, lawyer, consultant ) or wholesaler.

• Online – Online means that sales transactions are undertaken via online processes. These are often still physical products that are purchased and shipped, however all processing is completed without the need for a shop front or a customer visit.

There are of course many variations to this but in general, and for this post, we are talking about taking whatever it is that your business physically does with customers and moving it to a process that is completed over the internet.

Why do you want to do it?

As with any new business strategy, the first step is to determine exactly why it is that you need to change (or add to) your current sales processes by implementing an online business model. There are so many reasons that this may occur including:

• Closure of brick and mortar business
• Change in local circumstances or legislation
• Cost savings measures
• Changes to technology etc.
• Open new sales avenues
• Transition from retail to wholesaling
• Increase sales
• Increase brand awareness
• Promote a particular product
• Increase internet traffic
• Run discounted promotions for superseded or over stocked items.

Regardless of the reason for taking the business online, it is critical that clear goals, intended outcomes and success points are identified and recorded so that the program can be tracked against tangible targets. In reality, the reasons to convert some or all of your business to online often mirror those of any traditional sales or marketing campaign so as long as the return on investment is there, then it can certainly become a successful part of an overall sales strategy. Below are some things to consider as you move forward.

Who are you targeting?

Now, to be honest, I am not sure which I should discuss first in terms of what you are selling and who you are selling to as they sort of intertwine, but I will start here with the caveat that you may wish to circle back after reading the next section. So, whilst targeting is usually covered within the overall strategies we have just discussed, it is such an important aspect that I wanted to touch on it specifically.

As you look to implement an online sales process, think about who it is that your real customers are (I.e. demographics) and what the reality is that they will shop online. This is not an exact science I know as some people (my mother) refuse to buy anything online whereas others (my father) would happily buy whatever he could online so he can avoid the shops altogether. However, it is something that you really need to have any understanding of not only in regards to whether they will likely purchase from you online, but also how to market and promote to them moving forward.

What are you selling?

The next determination is around what it is that you are actually selling. Is it just a few items to ‘test the water' or are you planning on pushing your whole inventory online in one big move? This may not only help to determine who your target audience is as per above, but also the logistics that you place behind it. Moving product to an online sales process may result in:

• Increased logistical processes (shipping etc.).
• New inventory sales and management processes (and software).

Most people think that moving to an online sales process will save them money – which it may well do in the long term – however initial setup costs may mean that a large initial investment is required. To that end, cost could be a considering factor in whether some, or all of the products that your company offers are sold online or only a few. Shipping for larger items also may make it a non-viable option for some products where customers may not be willing to accept the extra costs for delivery.

This is also something to really consider for online service and delivery type arrangements as well. After all, it may sound like a great idea for a restaurant to go online for food delivery but if their menu items don't support it, then it may have to either change the menu across the board (and risk alienating their loyal diners) or introduce a second online menu (and risk overloading the kitchen). Obviously this can be overcome (Uber eats anyone?) but these are all things to consider when taking a business online.

What has to change?

The next thing to discuss here are some of the other areas that may impact a business as it moves to the online world. These include:

• Online sales processes are open 24 hours a day, 7 days a week
• Online business opens the opportunity for global sales – this can in turn affect logistics as discussed above as well as geographical regulations etc. For example, a Lawyer planning to do online consultations will only be able to do so within the jurisdictions in which they are licensed. Think about whether you plan to expand internationally or keep it local.
• Customers may require assistance in real time (back to the 24/7 realities)

Keep in mind however, that no matter how daunting these influences can be, they are only things to consider and manage. After all, there are thousands of online businesses out there that are working away quite well thank you very much. For example, you may choose to only sell in your own country with customer service availability within usual business hours to start with then expand as the business grows and processes mature. Or on the other hand, if your product allows, then you may wish to go global immediately to open up a whole new market for your business and your brand.

What are your competitors doing?

When it comes to any sort of marketing strategy, one area where it certainly pays to investigate thoroughly is what your competitors are doing. Chances are that at least one company within your market (or close enough to it) has set up some sort of online sales arrangement and have already addressed some of the issues we have discussed above. It therefor pays to have a look into the online sales processes of competitors to attempt to identify:

• Products they promote (I.e. any exclusions).
• Who they target.
• Shipping arrangements.
• Customer service structures.
• Industry specific guidelines, regulations or influences.
• Tools they use (we will get to this next).

Obviously each of these aspects can affect the success of an online sales program and return on investment. Having an idea of what competitors are up to can be a big advantage as these things are planned. Who knows, you may even be able to identify a way in which you can differentiate yourself from them and corner a specific sub-market as well.

How do we set it all up?

Ok, so now we need to consider how we would go about setting all of this up. This will obviously vary depending upon the product or service that you are looking to promote, however let's look at the basics that will be required…

Website

Chances are your company already has a website, however If you are looking to incorporate online sales processes, then there are usually a few changes or adjustments that need to be made. These may include:

• Increased customer service interaction options – so customers can interact ‘after hours'.

• E-Commerce integration – again, chances are you will already have sales and customer management software capabilities within your company. However if you are going to allow for sales to be processed online, you will probably need an e-commerce platform within your site that allows for:
  • Product display and pricing.
  • Sales capture – shopping carts, purchase capture etc.
  • Shipping integration – to logistics software if applicable.

Honestly, there is a whole posts worth of information in the three bullet points above. My advice, speak to a professional and get it all set up properly from the beginning – trust me, this is only interface that your customers will see – it just has to work.

Marketing

Dependent upon your target market, there is a good chance that your current marketing strategies may need adjustment to incorporate your new online processes. These processes can include:

• Social media
• Website SEO – Blogging etc.
• Industry groups and publications
• Traditional marketing such as radio and newspaper
• Promote via Email lists

Social Media for example has the power to reach thousands and allows you to target specific segments if you choose the correct platform – especially if you are intending on taking your brand to a global audience. Older audiences, or those ‘on the road' all day may still listen to the radio instead and never underestimate the power of a simple sign in your retail premises.

Other sales processes

One last thing to consider here are some of the other opportunities that may present themselves as online sales arrangement mature within your business. The ability to access products and services online means that there are added opportunities for others to promote your products via other methods such as:

Affiliate Marketing

Affiliate marketing is where a partnership is established between you (the company selling the product) and the affiliate marketer (the person marketing the product) in which commissions are paid to the latter on the sales they generate.

The affiliate program management process is often referred to as a “win-win” for both the vendor and the affiliate marketer for the following reasons:

• Risk and cost free advertising – Affiliates do all the work in regards to marketing the merchant’s products and are only ‘paid’ if they make a sale.

• Increased Brand awareness – Even if a sale is not made, the fact that by design affiliates will need to be ‘talking up’ the products that they are trying to sell – as well as posting all over their websites and social media – there are definite advantages in terms of gaining brand exposure.

• Increased traffic and SEO – Even if affiliates are referring people to the site of the vendor who do not end up purchasing, there is still the added bonus of increased traffic to their websites. This is an advantage not to be underestimated.

There are some running costs to this as well, however once your online processes are established, starting an affiliate program can be a very effective way to gain extra exposure for your company and products.  There are also management networks that can assist here as well.

Dropshipping

If you are looking to either change to, or incorporate wholesaling to your business, then another less labour-intensive solution might be to introduce a dropshipping program. The main difference to affiliate marketing is that the drop shipper performs the following (meaning you don't have to):

• Promote the product (for whatever price they choose)
• Manage the sales processes and customer service.
• Send the final order and payment (usually for the wholesale price plus a shipping and handling fee) to you for packaging and shipping.

This reduces the overheads for your company to simply processing the payments for the product and shipping. This carries the same advantages as affiliate marketing above however reduces the need for customer sales and service processes.

Ongoing management

Regardless of how you choose to take your sales processes online, it is critical that like all sales endeavours you monitor and manage the results carefully. This includes constant tracking of:

• Sales totals for online
• Sales totals for traditional models if still running
• Average sale amount.
• Sales details – I.e. who is purchasing, where are they purchasing and how are they purchasing it
• Popular and unpopular items sold online

Not only is this information critical in terms of ensuring that you are meeting your initial strategic requirements that we discussed earlier, but is also important for future and strategic planning. As the end of the day, it is imperative that online sales processes are managed in the same manner as any other within the company in that adjustments are made to improve any area that is under performing.

Conclusion

So there you have it… How to take your brick and mortar store online. At the end of the day there are really four steps to it:

1. Determine your need and expected outcomes.
2. Plan the details of the process.
3. Choose a method in which to set up and manage your online sales arrangements.
4. Keep an eye on it and tweak as necessary.

Each of these steps is critical and if done right, then hopefully your business can create benefit in a manner that sustains it as long as required in these ever-changing times. I hope this has been helpful and as usual, please do not hesitate to comment below if you have any questions, need some advice or have any experiences to share.

Do you want further assistance with any of the above or need help to build your own online business?

Are you looking for a comprehensive training platform that can give you step by step training, 24/7 support, tools to ethically develop and host your very own commercial website, ongoing assistance with SEO, post ideas, social media and access to some of the best online marketing minds on the planet, then click on the following link to read more about Wealthy Affiliate.

Until next time

Have fun

Paul

Note: If you make a purchase from this page, there is a very good chance that I make a commission from it – these commissions do not increase your sale price.

Introducing Wealthy Affiliate, My #1 Recommendation for Setting Up Your Own Online Business

When I started, I knew I wanted to work online, but had absolutely no idea where to begin! You see I had watched friends of mine run a sales party to sell essential oils and someone asked if they could just sell them online?

Then, as I sat on the bus heading into my office job, I started to wonder if I could do just that, sell essential oils online.

Anything to stop having to catch this bus to and from work every day right!

The trouble was, as I mentioned above, I had no idea how to even start.

So of course I started to look around online and found all these courses! They all promised me riches then took my money but left me with no riches!

Then I stumbled across the program that didn’t promise me riches, but told me it could help me get started even with no experience!

So I did that, joined Wealthy Affiliate that was it, and the rest as they say, is history!

But it doesn’t come without work!

That is the key here! I began on their starter membership and did the training! I then joined as a member and did some more training!

Each night after work, I would do a little more, then a little more.

And to cut a long story short, after 10 months I realized I didn’t really like writing about essential oils, so I sold the site for about $2000. But I had learned so much that I started another – about fishing and camping!

Then, after 18 months (by which time it had earned me close to $10k), I was offered $17k for the site, so I sold it too.

Now, through my travel blog, I’ve been able to fund my passion for travel and explore different places around the world.

In the past few months, I’ve been fortunate enough to travel to some amazing destinations, including Bali, Los Angeles, Dallas, Vancouver and Las Vegas.

The success of my travel blog has allowed me to fully fund my travels and explore new destinations with my family.

Try the Wealthy Affiliate as a Starter Member and Build your First Hub!

As you start your journey, Wealthy Affiliate is there for you with the most comprehensive training package I have ever seen – And as I have mentioned, I have used a few in my professional career trust me.

To get you started, Wealthy Affiliate has recently introduced the Hub.

The Hub

The hub is an AI based niche and website creation tool that will get you up and running with the foundation of your OWN business in just a few minutes. This includes:

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All you need to do is choose your subject – which is known as your ‘niche’ – and follow the steps on the screen.

Oh, and as you run through the training below you may realize that what you created above is not exactly what you want. That’s ok, you can just create a new hub!

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Wealthy Affiliate Training

Then as you continue your journey, the Wealthy Affiliate Hub is there for you with the most comprehensive training package I have ever seen – And I have used a few in my professional career trust me.

Above we discussed the use of the Hub to set up a website. Once you have done this, you will be able to access the “Step-by-Step Core Training”.

This is available to all members including starter members and will give you everything you need to know to continue to create your online business.

Member Training

There are also Live weekly classes taught by REAL industry experts on a range of topics like artificial intelligence (AI), SEO, YouTube, WordPress, PPC marketing and more.

Great, What Else Does Wealthy Affiliate Have To Help You?

So, let’s keep this short, Wealthy Affiliate is a one-stop-shop platform that provides:

• The Hub – this is the starting point and uses AI processes to assist you in determining your niche and creating your brand.
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• AI Content article design and content creation
• Domain name purchasing (you get a free domain when you upgrade to the Premium membership).
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The platform has been active for over 15 years with the original developers and owners, Kyle and Carson, still extremely active in its day to day operations – especially as they rollout their AI capabilities.

You Can Try it Yourself For Free

Now of course I can tell you all about how Wealthy Affiliate works (because it does) until I am blue in the face. But every other program out there – including the shams and scams – will tell you the same thing!

So how about you just try it for free yourself. The Wealthy Affiliate Starter membership is free to join and gives you access to everything you need to get started – all without the need to spend a cent!

With the starter membership, you get:

• 1 Limited Business Hub
• 1,500 AI Word Credits
• Try the AI Author Platform (BETA)
• 1 Practice Website
• Jaaxy Starter
• Limited Help & Support
• Core Niche Training (8 Classes)

And of course I will be there to help you every step of the way as well!

Look, in the interest of transparency, whilst Wealthy Affiliate does offer a free starter membership, this is designed to give you a look around, have a practice and see if it is worthwhile for you – which is a really great option.

However, as with all new businesses, you will need to make some investment so if you are serious about making money online , you will need to upgrade to a premium membership as this will give you access to all the tools you need in the one spot to succeed!

Afterall, every business needs tools to grow!

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So How Much Does This Really Cost?

Wealthy Affiliate does not use upsells once you join – but as I mentioned in the video, to succeed here you will need to invest in a membership. There are a couple of options that provide access to all the tools, training and assistance that you could need – and a free domain as well.

Wealthy Affiliate offers a trio of membership tiers, as detailed on their pricing page.

You can opt for the Starter membership at no cost, the Premium membership for $49 per month or the Premium Plus+ membership for $99 per month. That’s the full extent of it – and you can absolutely build your website without having to spend another cent.

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Those who opt for the Premium membership are provided with

• Hosting for their websites
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And for those of you who want to make a serious investment into your future, there are some yearly options as well below to give you peace of mind that you have a whole year ahead of you to get stuff done!

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And Don’t Forget the Personal Coaching

Once you join, not only do you get plenty of assistance from me, but you also have access to expert coaching, support and mentorship from real industry experts.

I mean, you can have access to all of the top-tier affiliate marketing training in the world, but inevitably, questions arise, particularly during the initial stages.

With an exceptionally dynamic and engaged community that boasts over 2.7 million members, Wealthy Affiliate offers an environment where you, as a member, can fully immerse and leverage this network.

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Wealthy Affiliate Works: Real Results From Real People

As I have mentioned a number of times, Wealthy Affiliate has helped me make real money online though its training and tools.

I have made money each month as well as a sale for $17,000.

But again, those promoting other programs will tell you the same thing!

So let’s get away from me and see what others are saying:

To start with, Wealthy Affiliate has a 4.9 out of 5 Star TrustPilot rating, which is a remarkable accomplishment in any industry, let alone the online business industry.

And here are some of those reviews:

And this is what people are saying within Wealthy Affiliate as well:

So, Let’s Make a Decision!

Let’s be frank, you have read this far so why not go all in, click on the button below to get started on the way to your very online business.

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And once you are in and have had a play around with the hub, look for the little envelope on the top right and there will be a message from me. It is of course automated so respond to let me know you are there and we can start this journey together.

(oh, and the profile is mine so you can find me that way as well)

See you there

Paul