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