THE GOAL IS SECURING THE SALES BY WHATEVER MEANS – 3 OBSERVATIONS The truth is, the goal is, or at least should be, to secure initial sales and the ongoing sales associated with repeat business and referral. Many businesses establish an e-commerce presence solely for the purposes of securing online sales. Most businesses I have […]

THE GOAL IS SECURING THE SALES BY WHATEVER MEANS – 3 OBSERVATIONS The truth is, the goal is, or at least should be, to secure initial sales and the ongoing sales associated with repeat business and referral. Many businesses establish an e-commerce presence solely for the purposes of securing online sales. Most businesses I have spoken to over the years have seen a distinction between their online and offline businesses – when, in fact, the two sources of sales should be seen not just as complementary, but highly synergistic. Online and offline businesses can, and should, work together to drive sales. Businesses with an online and offline presence should, ideally, adopt an omni-channel strategy where customers have access to a seamless shopping experience – whether they are shopping instore, on their desktop, on a tablet, or using their smart phone. All the customer wants to do is make a purchase,…