The digital landscape for small businesses is ever-evolving. And arguably, no industry has seen more change than the retail sector. With the rise of online commerce, brick-and-mortar retailers have had to get savvy and scrappy to stay alive.
While no one wants to see ghost towns and tumbleweeds where storefronts used to bustle, there is a need to stay relevant — and in today’s digital age, that means offering convenience in the form of online shopping.
Going “hybrid” offers the best of both worlds. You can still provide a curated, in-person shopping experience, while allowing folks with busy schedules to shop your selection “on-demand.”
In Part One of this series, we spoke with some of DTFW’s top marketing experts to gather their advice for adopting a hybrid commerce model. In Part Two, we’re getting some advice from a local success story — Visit Fort Wayne.
Here’s Visit Fort Wayne’s Emily Stuck, with her best tips for building your brick-and-mortar’s digital presence:
Emily: First, here’s a bit of our background: Visit Fort Wayne earns one-third of our revenue from our online store, and we love being able to ship products across the country, supporting local and regional artists who might not sell online themselves!
We work with over 100 different vendors, and using Square for Retail (we’ve used Square since 2020) for in-person and online sales ensures our inventory is always accurate. Our main site — VisitFortWayne.com — has a link to our store. We include products and highlights on our Current Fort Wayne and Visit Fort Wayne social media. We also use banner ads in certain newsletters we send out.
Visit Fort Wayne’s Visitors Center has a brick-and-mortar location, but we also run an online store that doesn’t just showcase products we carry from a sales standpoint; it’s also a way to support the regional artists and makers we work with.
Here are my best tips:
Ensure that all your products are well photographed with descriptive details. When customers are unsure of what they might be ordering, you could easily lose that opportunity for a sale. Adding categories or grouping items helps to give people a better experience. Plan to inventory your merchandise at least once a quarter — you never want to have the wrong information posted in an online store.
Have fun with your online store. Ask yourself what fun promotions you can run, or what new ways can you encourage engagement? For us, I like to find ways to celebrate Fort Wayne and Allen County by running specials during Fort Wayne’s Birthday, Johnny Appleseed’s Birthday, and more! What are some fun ways to run online promotions and ensure you continue with them on a schedule so customers will look forward to their return?
I highly recommend that your online store offers shipping and pick up (including curbside) — this way you are accessible for anyone who may want to shop with you!
Ensure you have clear policies in place dealing with returns or exchanges that may come through your online store. Deal with issues on orders in a quick and timely manner and budget for mistakes or refunds. Same goes for shipping — plan to budget for this expense (boxes and mailing envelopes included) and find ways to help save where you can.
There are many point-of-sale (P.O.S.) systems for retailers to utilize, so find the one that fits your budget and needs. Look for add-ons with retail software that may include perks like a free online store. Just remember, free is not always better. Sometimes a little investment will go on a long way toward your success.
Never hesitate to talk with other retailers and see what software they use, what policies they have in place, and how they market their store. I strongly believe helping one another helps all to rise!
Lastly, know that issues will arise, and customers may be upset or leave a bad review, but how you handle those situations will show who you and your business are at your core.
Going Digital Wrap-up:
- Ensure that all your products are well-photographed with descriptive details.
- Have fun with your store’s online promos.
- Make your shop accessible with shipping, pick-up, and curbside options.
- Establish clear policies for shipping, returns, and exchanges.
- Pick the right P.O.S. for your needs (free isn’t always better).
- Talk with other retailers and get their advice.
Molly Conner is a Fort Wayne native and freelance writer. Having lived in Downtown Fort Wayne throughout her twenties, she loves watching her stomping grounds grow. With her love of storytelling and community in tow, she’s eager to tell Downtown Fort Wayne’s story piece-by-piece—exploring the people, spaces, and organizations that make it thrive.