Electronic storefront strategies

1. Choose the right location: Combine a storefront technology and location that balances the needs of your budget, your desire for the broadest online market access, and the type of product you sell.

2. Make the store attractive, fun and easy to navigate: You have a lot of competition both online and in the real world. Frequently update information, presenting data in small, screen-sized chunks. Use evocative descriptions and offer regular shoppers a special discount for shopping online.

3. Make the store an information source: Provide shoppers with free, useful information about topics related to your products and services, and offer something new regularly.

4. Reassure customers about your permanence: Allay customer's fears about shopping online by also displaying your physical address, offering a 100 percent satisfaction guarantee, explaining your ordering and refund policy clearly, and designing a clear order from with a cancel option. It's also helpful to give people a way to ask questions and get answers promptly.

5. Pay attention: Check your store mailbox, feedback area, or ordering system at least every two hours. Shop the store yourself at different hours to make sure its functioning properly. Ask friends with different types of computer or Net navigation systems to visit the store and report any problems.

6. Tell the world: Use e-mail and discussion group signatures that include your store name and address and participate in related newsgroups and mailing lists. Establish fusion marketing relationships with other storeowners.

7. Follow up: Send thank you notes via e-mail, prepare monthly or quarterly mailings of store news and send them to your customer list. Stay current with Net innovations and add new services.