Observations on e-commerce from bedecked.co.uk

Bedecked launched as an online business selling fine trimmings and haberdashery just over two years ago; then in March this year, we opened our first shop in Hay-on-Wye.  It's been quite interesting comparing the two different routes to market.
 
The effort to sell is far greater and more labour-intensive online than in the shop.  Preparing images for the website, adding new lines, keeping the website up to date, then packaging orders takes up a tremendous amount of time, and it's pretty hum-drum and repetitive work too. 

On top of this, you have to strive constantly to keep yourself in the customer's eye, as marketing initiatives for online businesses have a very brief lifespan.  Bedecked's marketing strategy over the last two years has taken in advertising, direct mail, PR, sponsorship, pay-per-click and viral marketing.  Without doubt, PR has provided the best return on investment. Sales soar when we appear in a magazine !
 
The great advantage of launching an online business is  that it is relatively low-risk compared with a shop.  You have more control over the rate at which the business grows, and it is perfect for niche sectors. The launch of the shop, on the other hand, was a great leap in the dark involving huge outgoings from day 1.  I doubt I would have had the courage to do it without the solidity of the online business behind me.  The effort to sell however, is much easier - the goods almost sell themselves, and this is helped by the good location.  Currently, the shop’s principal form of marketing is a mini-brochure and word of mouth.

Judith Lewis

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