Careful and considered business planning in this environment was very de rigeur, and yet in the future, thoughtful planning is what will distinguish the winners from the losers. More and more consumers are shopping online, so an online presence will eventually pay off on the consumer side. And there's no question that being online will pay big dividends on the business to business side. Using the internet effectively will save a company money by creating efficiencies in purchasing, and by better controlling inventory and managing distribution. The second thing a traditional company can do to make the web work is to ensure that its marketing efforts are truly and fully integrated throughout the company.
Marketers know that good customer service is more than posting a greeter at the front door.
It's about making things right when they're wrong, treating customers with respect, and offering little extras that make shopping an experience. Nordstrom has integrated its marketing efforts, ensuring that it's customers come first no matter if they are in a physical store or shopping online. The third thing a traditional company can do to survive online is carefully plan and integrate the physical store shopping experience into the online shopping experience. First, it pays to know the customer. It's obvious that bricks and mortar retail businesses know customers and how to market goods.