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Owners of traditional stores one with real street addresses and a physical front door that customers can actually walk through can turn to Office Live to create a new doorway for visitors on the Web Operating a web site in tandem with a real physical facility gives you a number of advantages: n You re not starting from ground zero You can build on distribution, fulfillment, sales, and marketing techniques already working in your physical location n You can share the wealth and the problems You can distribute profits and losses over more than one channel to even out your financial situation n You can do cross-channel selling You can use your web site to point people to deals and promotions available at your physical location You can also put your web site name on your receipts and on signage at your store, and create promotions that point visitors to your online offerings A web site that supplements your company s existing presence in the brickand-mortar business world adds considerable value to a company s products and services On the Web, you can put customer service data online, provide your address and hours of business, give contact information, or spell out your policies on returns and exchanges If your web site generates sales, so much the better Rather than generating revenue, it generates customer loyalty, which leads directly to sales Ideally, your web site and your physical store should work together But, remember, products that sell well in the brick-and-mortar business world don t necessarily sell well online Couches, heavy appliances, tractors, and other heavy equipment can be sold online; but, in general, products sold on the Web need to be easy to ship and easy to photograph, or easy to describe It s perfectly OK to use your web site as a front-end advertisement for your brick-and-mortar operation, rather than as a location where sales are conducted Use the web site as a customer service resource to help people learn about you and your products; publish your store hours, postal and e-mail addresses, and data sheets about your products or white papers about your services Let the Web publicize your business around the clock, but leave the selling to your physical store You can encourage customers to phone or fax in their orders When you re ready, you can add a buy button, so customers can also make purchases online
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CHAPTER 3:
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You might think your Office Live site is all about you But, if you think this, you re missing the point Many web sites are personal in orientation and they exist to give their owners a forum for promoting themselves or spreading their views and opinions Office Live can be used for personal web sites, but it s primarily intended for business web site owners Commercial web sites aren t about their owners they re all about addressing the needs and desires of specific clients or customers Identifying the people you want to reach is an essential part of making a web site successful The following gives you some suggestions
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Identify the customers who want and need what you have to offer by searching through discussion groups and web sites where they congregate You won t be able to identify them by name on such sites, but message board and discussion group comments can, at least, let you know what they want and are concerned about Let their needs and habits drive the process of developing compelling sales content Keeping your audience and what they want in the forefront of your thoughts increases the chances your site will become a truly useful resource for your customer a place on the Web they ll visit not just once, but on a regular basis Remember, most online shoppers are: n In a big hurry Web surfers can and do shop at any time in the office during coffee breaks, in the airport waiting for their flight, or in the brief interval between dinner and the children s bedtime They want to find things fast, and they want web sites to be available whenever they re ready to visit n On the move Consumers and business people aren t necessarily tied to a computer network to shop the Web You have to keep your information simple and straightforward because it s increasingly likely your shoppers are using handheld devices or web-enabled phones in addition to traditional web browsers n Looking for convenience Innovation is important when it comes to software, but it isn t the most important thing to individual consumers Convenience and strong content rank higher than technical gimmicks and frills, such as animations or video clips
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