Page 170 - Source Winter
P. 170

To achieve that experience, he added, the company recently revamped its online site— for the fourth time in 10 years. In this iteration of, there are some added components that help online shoppers make
a more personal connection. “We’ve recently changed our website conceptually and added social media. We also started blogging. There should be a story told,” DiPaulo said. “Part of this is entertainment. You want the process
to be as interesting as the products.” At Homefest, product imagery is also styled in- house to give the site a feel that’s as close to the store as possible. “The time and attention to detail comes at an additional cost, but it sets us apart,” he added.
There is a lot to manage with an ecommerce site, adding an extra layer to an often already di cult job as a shop proprietor. Staying
on top of inventory, SEO (search engine optimization), site design, analytics and more can be a full-time job. And as ecommerce continues to evolve, there’s no shortage of updates that have to be made on a regular basis just to stay current.
“Whatever you’re doing today is going to be in a museum tomorrow,” In the Kitchen’s Lapiana noted. She’s in the process of revamping her website, which, while functional, is not as current as she would like. “You have to have someone on sta  who can do this work. There’s a lot of maintenance.”
In the end though, these retailers said the extra e ort has paid o . “Once you connect, the rest is easy,” Elements at Home’s Auerbach said. “We believe in retail. We see it changing, but not dying. It’s important to stay on top of the changes and keep that consumer coming back. The proof is in the numbers.”
   158 | WINTER 2018

   168   169   170   171   172