Adding an Online Component to Bricks and Mortar

Anne-Marie Earl //Managing Editor//January 19, 2022

Adding an Online Component to Bricks and Mortar

Here are some tips for reaching a broader customer base by selling product online.

Anne-Marie Earl //Managing Editor//January 19, 2022

How important is it for retailers to sell product beyond a physical retail location? According to a panel discussion coined “Bringing Business Digital” held during the winter 2022 Atlanta Market last week, there is a lot of money to be made from online shoppers.

The panel was moderated by Mary Moore, SVP operations and omnichannel buyer engagement. Panelists included Derrick Clark, co-founder of retail store Domaci; Amanda Warren, owner of retail stores the Grove and Clementine; and Danah Hurst, director of procurement for Park Hill Collection.

Moore first asked the panelists what their digital journey has been. Warren noted what she did wrong first before she learned what would work for her customers. Initially, she invested in a beautiful website that reflected her brand’s design, but it was ultimately ineffective. She moved to a Shopify site, which is fully integrated and solved her inventory problems as well as helped her customers navigate the website better.

Clark’s shop started as an online business first, and he opened a showroom later. He views his site as an extension of his showroom, as there is unlimited space online to display a product. He also uses Shopify for a “seemless experience.”

When asked how business has shifted since the COVID-19 pandemic, Clark commented, “It’s all about pivoting and being willing to change.” He noted that his store was already “meeting customers where they are.”

Warren admitted, “It hasn’t been a terrible two years for our business. I feel a little guilty saying that.” To appeal to her customers, she launched the “Grove Shopping Network,” a social media selling tactic, and offered free local delivery.

On the manufacturer side, Hurst said that Park Hill Collection was doing what they could to support retailers, offering drop ship, plus listing retail prices on the site with a link to find a local retailer.

Clark and Warren noted many benefits to Shopify and other programs, like Klaviyo for email marketing, Later for scheduling social posts in advance and Carro for cross-store selling. Warren emphasized the importance of using apps to track consumer behavior online – she noted that some allow you to even see cursor movements to know where the customer is going as they navigate the site. Clark also urged fellow retailers to use the chat function and to look at abandoned carts for insights.

Social Selling

Clark and Warren discussed the rise of importance in Pinterest, which is ideal for home décor sales. They noted that the effectiveness of selling on Facebook has diminished, but Instagram selling continues to grow.

An audience member asked what they should do regarding photography for social media. They admitted that they aren’t a great photographer. Warren recommended paying someone new to photography, or someone still in college, to take photographs in the store, making sure to communicate your brand’s aesthetic. In between store shots, Clark recommended using supplier lifestyle shots.

Other topics included shipping methods, content creation and the time it should take, and more.