Adding a second channel.
WHAT IT PROVIDES
Reach beyond passing trade Sales outside opening hours Visibility for people who then visit
WHAT IT REQUIRES
Accurate stock information A way to fulfil orders Someone responsible
WHAT THE HARDEST PART IS
Keeping stock accurate across both channels.
WHY
Selling the same item twice damages trust immediately.
WHAT TO DO ABOUT IT
Use a system that tracks both, or hold separate stock.
WHAT SEPARATE STOCK COSTS
More cash tied up.
WHAT TO ESTABLISH
Who picks, packs and dispatches orders.
WHY IT MATTERS
Doing it between serving customers produces errors and delays.
WHAT COLLECTION FROM THE SHOP PROVIDES
Lower cost than delivery Customers visiting, who buy more
WHY THAT SECOND POINT MATTERS
It is the strongest reason to offer it.
WHAT TO ESTABLISH ABOUT DELIVERY
Who delivers What it costs What you charge What happens when it fails
WHAT TO PUBLISH
Delivery areas, costs and timescales.
WHAT TO BE REALISTIC ABOUT
The time online selling actually consumes.
WHAT TO START WITH
A limited range, well managed.
WHY
Listing everything produces stock errors and abandoned orders.
WHAT TO MEASURE
Online sales, fulfilment accuracy, and whether it brings people to the shop.
