Web Tips For Savvy Retailers- What Your Cousin With A Computer Can't Do For You

Most would agree that today’s smart, involved consumers are likely to go the extra mile and do their homework before buying.  And more often than not, that research is done online — so the savvy retailer needs to meet that need for goods and information with a well designed, informative and easy-to-navigate website.

However, this is often more easily said than done.  Remember, retail website design is serious business — just because one of your young relatives has created his or her own My Space page, complete with 3-D graphics, does not mean that they are qualified to design the site for your store!  Nor is the design of your site a one-time effort — it should be considered a “work in progress” that evolves over time.

Here are a couple of tips to help keep your online presence “up to speed”

Hire a pro:  Once you’ve determined exactly what you want your website’s capabilities and features to include, look for someone with a number of different skill sets:  from graphic design expertise — to work with you to achieve the right color scheme, logo, and consistent branding, to a deep understanding of software design and database management.  A common mistake is having a site designed by someone who is not a professional, which can make it unappealing and nearly impossible to update — since your content needs to be current.  If your site is designed to employ even a simple content management system, (CMS) then someone who isn't a high-dollar developer/designer can keep many of the areas updated with fresh content.  A key to a well-designed site is flexibility — if a site is hard to update, then keeping content fresh will become drudgery.

Keep it simple but dynamic:  Avoid piling everything but the kitchen sink onto your website — make it user-friendly, educational and attractive to attract repeat visitors.  “You have to give someone a reason to come back to your site more than once,” says Gary Smith, 25-year veteran software engineer, and editor of Handgun Hunter magazine.  “If I go visit a website and don’t find anything there that interests me, I’ll never go back — but if it changes regularly, or if there is an unusual firearm or collectible that I want to track on an online inventory, I’ll return frequently.”  According to Smith, who is also an outdoor industry web site developer, retailers with automated inventory can even create a “watch” to automatically flag special items as they come in, and should consider using their sites to set up a “wish list” section — to provide an even greater level of personal service that usually can’t be found in the larger stores.

Reach out and touch someone:  Have visitors sign up for an electronic mailing list, to create a comprehensive database for sending out promotional information, announce sales or eblast invitations to in-store events.  Larry Albright, owner of Albright’s Gun Shop in Easton, Maryland, (www.albrightsgunshop.com ) hired a designer to revamp his site a few years ago and has been thrilled with the results in growing his business.  “It’s been phenomenal so far — we recently added a place on our site for people to give us their contact information, an area that is under-utilized in this industry — and we now have a list of more than 10,000 in our database.  That means we can send out information at the push of a button, rather than dealing with the expense of a hard copy direct mail effort.”  Albright’s attractive site also features an online catalog, information about on-site gunsmithing services with veteran Gregory Wolf and a section for
customer feedback.

Manage your inventory and customers’ input:  More sophisticated sites might have the means to display big-ticket item inventory, like a fine gunroom, or even use the website to manage a store’s entire inventory.  A good website may also have a forum where customers can upload their own hunting stories and photographs, and there are even a number of software packages available that allow you to set up user profiles to create online communities.  “This creates customers that become truly dedicated to you and your business,” says Smith. “You might even see your average ecommerce value double — the whole idea behind building these kinds of communities is to strengthen customer loyalty.”

Stay connected:  Albright’s site is linked to several manufacturers, who give him credit whenever someone orders their merchandise from his site.  Do some research and see what opportunities are available with your manufacturing partners and other organizations.  According to Albright, his site has much higher traffic, thanks to being connected to far more search engines and links to Orvis and Guns America. 

While there are some companies that offer templates to set up a do-it-yourself website, keep in mind that your site will then lack your branding and individuality, as such templates provide the exact same navigation and cookie-cutter appearance to all users.  For the more intrepid, there are software development tools like Dreamweaver, but unless you are an expert, this can be more challenging than one might expect.  The best solution is to find someone who understands your business and goals, has good credentials, a strong software background and is both a designer and a programmer.  Remember the old saying: If you think hiring a professional is expensive, try hiring an amateur!

Remember that your website is the face of your business on the Web — so put your best face forward, and make sure it is a reflection of your creativity, customer service and expertise.