Friday, December 11, 2009
I was reflecting on our offline retail plans and the fact that our biggest website traffic and sales spikes have come from bring written about in offline media and I realised that our experience with Shoes of Prey is completely the opposite to the experience of most other retailers - we are discovering offline retailing and marketing for the first time, while traditional retailers are discovering the online world the first time.
When I was working at Google a big challenge for the Retail sales team was persuading retailers that their customers are spending time online, and that as a retailer, you need to have a strong online presence to engage with those customers. Retailers are starting to test the waters, some more than others, and those that are doing it properly are doing very well.
We on the other hand, are sold on the benefits of online retailing and marketing, and are now just discovering the wonderful world of offline retailing and marketing! And it makes sense that offline retailing and marketing works too. Despite the impressive growth of online, the bulk of media consumption time and retail dollars are spent offline. So we'll soon be embarking on a PR push that is focused on offline as well as online media, and we're talking to offline retailers about selling our shoes in their stores.
If, like us, your background, work experience and frame of reference is predominantly online, what can you do for your business or career that is offline?
Posted by Michael Fox at 1:11 PM