| Brick and mortar businesses are learning that the | | | | long after the sale has been concluded. |
| Internet is a powerful ally in perpetuating business. | | | | Businesses are beginning to catch a glimpse that |
| Certainly most online buyers understand that many | | | | even a more direct hands on purchase can be |
| traditional stores also supply the ability to purchase | | | | enhanced with the premium of an online benefit. |
| online. In fact many stores will make the online store | | | | Coffee shops and retail outlets invite customers to fill |
| more inviting by either making purchases available | | | | out an exclusive online survey that may include |
| with free shipping to the nearest store or by making | | | | discounts, free services, free products or the |
| certain items available only online. At least one retailer | | | | potential for a cash award. This enables them to |
| allows customers to select a variety of free products | | | | enhance list building opportunities and alert customers |
| to try and then make them easily available in their | | | | to their own online presence. |
| retail outlets for those who connect with the | | | | If this concept is gaining such a profound following in |
| product. | | | | traditional retail why isn't it being done more in online |
| While this scenario is played out everyday online | | | | stores? The truth is online retailers pioneered the idea |
| there is another form of connection between | | | | with free memberships with a purchase that allowed |
| traditional business and the online environment. | | | | them to an online community forum or an ebook |
| Webkins, a company selling stuffed animals in | | | | download. Customers might be given the opportunity |
| traditional stores, has tapped into an incredible selling | | | | to select a free product from the online store or |
| tool by creating an online environment for the owner | | | | choose from steep discounts on other merchandise. |
| of the stuffed animal. In essence when you give the | | | | Customers learned to look for value added features - |
| gift of this stuffed animal toy the recipient also | | | | online. Now that brick and mortar stores are making |
| received a free one-year membership in this highly | | | | it possible for their customers to gain specific |
| desired online destination. | | | | benefits online the buying public has come to look for |
| Other companies have followed suit including the | | | | businesses (on and off line) that can deliver a value |
| popular Build-A-Bear chain who debuted a beta | | | | added punch. |
| version of their online community in 2007. Children | | | | The value of the Internet cannot be ignored. This is a |
| who visit the brick and mortar storefront to build an | | | | tool that enables business, but it also allows traditional |
| animal are then able to connect with this exclusive | | | | business to extend a variety of benefits to new and |
| online community for safe interaction as well as fun | | | | existing customers. |
| and learning. | | | | By finding ways to appeal to a connected customer |
| These are examples of how already successful | | | | you can find greater opportunities to advance your |
| companies are expanding their desirability by making it | | | | business objectives while giving the customer more |
| possible for the purchase to have benefits that last | | | | than a product and nothing less than your best. |