The best retail stores have a recipe for success that combines unmatched customer service with a product mix built to meet consumer needs. But why limit the customer experience to in-store visitors? A 2013 study by eMarketer estimates U.S. consumers spent $37.44 billion on retail purchases made via smartphones and tablets. More than sales, your Web prospects offer valuable insight into future marketing strategies. Taking an offline and online approach to leverage the customer experience can catapult your retail business to greater success.
Customers seek instant access to wants and needs, be it a drive or click away. A study by Accenture confirms that 88 percent of shoppers look online for products before deciding to go into a physical store to make a purchase. Not providing consumers with multiple purchasing platforms narrows the window of prospective buyers. Expand your reach without destroying your budget by adding an online shopping experience. In an instant gratification-driven market, transaction ease is key to profitability, regardless of the product. For example, mattress manufacturer Casper takes a digital approach to a once retail-only shopping experience. Rather than limiting mattress sales to in-store-only purchases, Casper expands its reach nationally with a hassle-free solution to bed buying. The appeal of online ordering and fast shipping is enhanced with cost-reduced options made possible, in part, by overhead cost savings.
Build your Brand
Becoming a household name, or even a neighborhood favorite, takes knowing your customer. An e-commerce platform acts as a testing ground for new products and marketing strategies to help you gather valuable insight into consumer needs. More than demographics, it’s imperative to mine personal data including customer likes, dislikes, life stage, and social interests. Take e-commerce giant Wayfair for example. According to Forbes, the company constantly probes and processes information about its customers to interact with them, anticipate their wishful thinking, personalize their home pages and turn search into a form of entertainment. The Web-only furniture and home decor retailer hit record numbers with a reported $1 billion in web sales in 2013. Powered by educated consumer observations, the company has expanded their brand portfolio to include Joss & Main, a flash sales site for upscale home goods.
The Customer Experience
Adding an e-commerce platform doesn’t mean abandoning the brick-and-mortar strategy. Omni-channel retailing isn’t about creating one-way streets. It’s about connecting the cloud with physical space and streamlining the customer experience. Consider the strategy behind Warby Parker. An online retailer that offers $95 single-vision frames in 27 proprietary styles. A simple concept that has grown into a growing number of online sales. To enhance the customer experience, full service retail stores have opened New York City, Boston and Los Angeles. Complete with a photo booth that emails visitors their images and a tablet-based checkout, consumers can expect the same modern and engaged feel within Warby Parker’s physical store locations.
Web Project Manager
LEXINGTON, Ky., (May 6, 2015) – The commonwealth’s best were celebrated in the Capitol Rotunda in Frankfort on May 6 with an awards ceremony recognizing outstanding small businesses and small-business people. Kentucky Celebrates Small Business was presented by the Kentucky Small Business Development Center, the Kentucky district office of the U.S. Small Business Administration and the Lexington chapter of the National Association of Women Business Owners.
“Small Business Week is big in Kentucky! These three organizations share the mission of supporting and encouraging small business and are proud to celebrate the wonderful entrepreneurial talent in Kentucky,” said Becky Naugle, KSBDC director.KSBDC selects Kentucky Pacesetter businesses based on how the nominees are changing Kentucky’s economic landscape by introducing innovative products, increasing sales and/or production, boosting employment and serving their communities.
This year’s outstanding Kentucky Pacesetters are:
• A.C.E. Compressor Services Inc., Mayfield
• Green River Appliance, Owensboro
• Stewart and Stafford Inc., Pikeville
• Sustainment Solutions Inc., Lancaster
Each year, the U.S. Small Business Administration recognizes outstanding small businesses and entrepreneurs with awards across the country. The Small Business of the Year winner from each state has the opportunity to be acknowledged at both regional and national levels.
The 2015 Kentucky Small Business Administration award winners are:
• Kentucky Small Business Person of the Year: Scott Shinn, president and CEO of Sustainment Solutions Inc.
• Kentucky 8(a) Graduate of the Year: Kathy Mills, president and CEO of Strategic Communications
• Kentucky SBA Resource Partner of the Year: David Oetken, director of Small Business Development Center Louisville
• Kentucky Financial Services Advocate of the Year: Mark Strother, president and CEO of Commercial Bank of Grayson
• Kentucky Home Based Business of the Year: Nicole Mueller, president and owner of Startup Productions LLC
• Kentucky Woman Small Business Advocate of the Year: Michelle Gorman, small business specialist at U.S. Bank of Bowling Green
• Kentucky Young Entrepreneur of the Year: Shane Hamilton, president and owner of Service Maids LLC
“Entrepreneurs are the engines who drive our economy forward,” said Ralph Ross, district director of the Kentucky office of the U.S. Small Business Administration. “Every year we honor them during Small Business Week, and this year we have an extra reason to celebrate. The Kentucky unemployment rate has dropped to 5.1 percent, and demand for SBA loans has increased 30 percent over last year. Our Kentucky entrepreneurs are hard at work, and we cannot thank them enough.”
The Lexington chapter of the National Association of Women Business Owners strives to propel female entrepreneurs to spheres of economic, social and political influence through strengthening economic development, creating innovative and effective changes in the business culture, building strategic alliances and transforming public policies.
Their Winners’ Circle Award is presented annually to a Kentucky woman who has shown outstanding leadership, financial stamina and control, contributed to her community through time and resources, understands and resolves complex issues, and is dedicated to furthering women in business through personal support and mentoring. The 2015 recipient is Dr. Ardis Dee Hoven, past president of the American Medical Association and a Lexington-based infectious disease physician.
The chapter also presented the following awards:
• Woman Business Owner of the Year: Dr. Jennifer Fuson, owner of Lexington Women’s Health
• Member of the Year: Karen Boone, owner of Kreations by Karen
• Tribute Award: Ericka Harney, executive director of Accounting and Financial Women’s Alliance
• Rising Star Award: Kelly King Bakehorn, owner and president of The Grand Reserve and The Barrel House
• Legacy Award: Kathy Gornik, president and CEO of Aperture Consulting
“With the latest census statistics showing that the majority of all workers in America are employed by small-business owners, we are reminded that small-business owners are the true unsung heroes of our times,” said Janey Moores, NAWBO Lexington chapter awards coordinator. “That same census also shows that women now own at least a third of all businesses in the U.S. As more and more women follow the dreams of their hearts by owning their own businesses, America grows stronger by the day and remains the land of the free and the home of the brave.”
The Kentucky Small Business Development Center, part of the University of Kentucky College of Agriculture, Food and Environment, is a network of 15 offices located throughout the state. The center helps existing and start-up businesses succeed by offering high quality, in-depth and hands-on services. KSBDC is a partner program with the U.S. Small Business Administration. For more information on KSBDC services, visit their website, http://www.ksbdc.org/ .
Writer: Roberta Meisel, 859-257-7668
UK College of Agriculture, Food and Environment, through its land-grant mission, reaches across the commonwealth with teaching, research and extension to enhance the lives of Kentuckians.