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Retailers are realizing their sales strategy must combine brick-and-mortar with the Internet to capture a larger audience. Local businesses are working to meet the challenge.

By JUSTIN ELLIS, Staff Writer February 18, 2008

It's long been said that one of the more appealing aspects of the Internet is that it makes almost anything possible through your computer, and allows you to do it in your pajamas.

There’s no better example than online shopping, where consumers can browse for hours and compare prices with a few simple clicks.

But while the emergence of e-commerce has clearly given the customer an advantage, it also represents a shift for retailers, particularly those that rely on more than the commodity to sell itself.

Smelling the interior of a car, seeing a gem’s facets firsthand or trying on a shirt is no longer necessary.

Businesses are learning they can no longer rely on the traditional in-store experience, such as attractive lighting and elevated displays, knowledgeable and personable salespeople, entertainment and other methods of merchandising that have driven sales and attracted customers.

Instead, they are trying to use online tools to re-create and augment that experience, market their brand and reach new audiences.

“You don’t get to be close to 100 years old by doing things the way you did them in the past,” said Jeff Corey, president and CEO of Day’s Jewelers.

This month Day’s relaunched its Web site from an information destination to an e-commerce portal.

Day’s site is similar to many online stores, offering the company’s full selection of watches, necklaces and rings, with full product descriptions.

Corey said the company decided to revamp the Web site to provide better service for the customer. He said they realize people’s time is at a premium and the online store offers shopping on the customer’s terms.

But one of the biggest factors in jewelry sales is the ability to touch and see an item to get a feel for it, he said.

 

“One of our primary objectives with the site is to emulate that ‘across-the-counter’ experience,” he said.

Aside from detailed pictures and descriptions, buyers can e-mail a manager or request to see an item in the store.

The site also offers customers the ability to look at the company’s entire stock, not just the selection they would see at their local store, Corey said.

He said the company plans to experiment to see what other features could be added, such as video clips.

“This forces us to be more creative and focus on how to give more value to customers,” he said.

Many shoppers like to take their time getting the feel of a new car. But many car dealers now offer almost everything online but the ability to buy the car and kick the tires.

Adam Lee, president of Lee Auto, said consumer expectation is growing for what is available online.

On the Lee site, customers can learn about model features, color, optional extras, compare used vehicle prices and get a quote.

“When you’re putting the price right out in front of the customer, they can look at it and then go to someone else, find the same vehicle for the lower price,” he said. “But that’s the risk and the reality.”

Lee said that puts the onus on companies to be competitive by offering better service and pricing.

“It’s good for the consumer, but challenging for the dealer because they really want them to go directly to the dealer’s Web site,” he said.

Still, Lee thinks there’s a limit to how much auto dealers can do with their Web sites.

In the end, people need to know what they can get for a trade-in or the pros and cons of leasing versus buying.

“People still want to come touch a car, smell it and drive it,” he said.

One of the benefits of buying locally or in physical stores is the familiarity that comes with it.

Sieglinde Friedman, vice president of strategy for the Electronic...