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