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RETAIL PERSPECTIVE
 BRICKS & CLICKS
ECOMMERCE’S CRITICAL ROLE FOR RETAIL SUCCESS
  HOMEFEST
    IF YOU AREN’T
  BY DIANE FALVEY
I t’s not a secret that the retail landscape is constantly changing. At retail, that means keeping up with technology to satisfy local
customers and branching out in search of new customers. While most independent retailers have an online presence in some form, many have only dipped their toes in the ecommerce end of the pool, if at all.
For those specialty shops that have extended their retail presence online, the bene ts most often outweigh the challenges, as an online shop creates opportunities a specialty store might not otherwise have.
“The consumer, universally, has become reliant on the convenience of online shopping,” said Mike DiPaulo, owner and president of luxury lifestyle retailer Homefest, in Greenwood, CO. “If you aren’t o ering your brick and mortar customer the ability to buy your products online over co ee, you are missing an important component of specialty store retailing that the consumer expects.”
OFFERING YOUR BRICK AND MORTAR CUSTOMER THE ABILITY TO BUY YOUR PRODUCTS ONLINE OVER COFFEE, YOU ARE MISSING AN IMPORTANT COMPONENT OF SPECIALTY STORE RETAILING THAT THE CONSUMER EXPECTS. — Mike DiPaulo, Homefest
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