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4 Ways Small Retailers Can Compete Online With The Big Boys

4 Ways Small Retailers Can Compete Online With The Big Boys

Small and medium stores have been struggling to catch up with the changes in retail. The spread of the big-box chains and the chipping away of market share by online retailers have changed the retail landscape. In recent years, the technology changes have been working against the smaller stores. Big-box retailers were able to develop technology and infrastructure with dedicated teams.

Employing an army of engineers and data scientists is beyond the reach of most retailers except for a few big ones. But the ongoing changes and the emergence of many new companies in the area make connected commerce and omnichannel retail withing the reach for every retail store. Taking advantage of these new technologies will be critical to the success of every store. The good news is that everyone is in the game now, not just the big boys.

Let us check a few ways you can harness the power of omnichannel and connected commerce to insure the success of your store.

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1. Get your inventory online

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    A major factor working against smaller stores is consumers being concerned about inventory availability. Whilst consumers know that the item they are looking for is possibly available in a nearby store, they may avoid taking chances and drive further to a bigger store where they are sure that the item will be there. This uncertainty factor offsets the proximity advantage stores have over the customers in the neighborhood.

    Having the inventory online and searchable via mobile and desktop removes this uncertainty. An informed customer will be willing to drive to the smaller store nearby rather than to the supermarket many miles away. Now the store may get online visibility through paid results in Google shopping or by subscribing to Mantele. Making your inventory visible might be the best marketing step for your store.

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    2. Focus on Online visibility than on physical location

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      Traditionally, it is important to have a physical store which attracts eye-balls. Recently, the importance of the store’s physical location has been replaced by its online presence. Even if you are in a location without a lot of foot traffic, customers will find you online.

      Search engine ranking and social media presence will be way cheaper than leasing prime space for your store. You may be able to reduce rental costs significantly and get more consumers by diverting a fraction of your rent to online marketing.

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      3. Provide a seamless shopping experience

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        Selling online remains hard and time-consuming for smaller stores. Consumers who buy online mostly will stick to larger retailers like Amazon due to habits and trust. Attracting local consumers online and providing them a seamless experience for buying in-store is the key to leveraging your physical proximity. Not only should the customers be able to find your items online, they should also be able to locate the item in your store, and buy it in an effortless manner.

        Home Depot and Target showing in-store maps to the item are good examples of such experiences. Increasingly, these technologies are available to smaller stores. Many start-ups like Curbside, Mantele and Google shopping avail the same technology to smaller stores which is only available for big-box retailers now.

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        4. Use discounts judiciously

        A marketing channel for easy local visibility for stores now are daily deal sites like Groupon and Living Social. Retailers can reach out to local customers through these daily deal sites with no marketing effort.

        But these coupons are often expensive to business, with stores losing a major part of their revenue. With the advent of local search, customer visibility can be achieved by being present in inventory searches described above. More importantly, these marketing channels are more persistent unlike the short term discounted promotions.

        The advent of retail technology has provided options for local stores to succeed more than any other time in the recent past. If you are ready to adapt and embrace this change you will see increasing customer numbers and revenues.

        Featured photo credit: www.horizon-retailers.com via horizon-retailers.com

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        Last Updated on September 18, 2019

        11 Hard Skills That Will Land You More Career Opportunities

        11 Hard Skills That Will Land You More Career Opportunities

        Are you looking to move up the career ladder? Or maybe you’re tired of having a “job” and want to start looking for a more permanent career?

        Whatever your motivation, you are going to have to learn some new and different hard skills to broaden your opportunities. After all, there’s a very famous quote that says:

        “The definition of insanity is doing the same thing over and over again, but expecting different results.” – Albert Einstein

        While the insanity part doesn’t really fit here, the overall message is a good one. If you are looking for a different result (career advancement, more money or even a career instead of a job), it’s up to you to make it happen. This is both the good news and bad news!

        The good news is that because it’s up to you, you have complete control over it happening. The bad news is that change is hard. Humans are creatures of habit, that’s why we develop routines, and anything that disrupts that routine causes us anxiety. And we will do almost anything to get rid of that anxiety. The overweight person will calm their anxiety by eating that doughnut, the smoker will light up a cigarette to avoid anxiety.

        What we want to do with this article is to give you the hard skills you’ll need to reduce that anxiety so you can move up that corporate ladder, make more money or have career instead of just a “job.”

        The following hard skills are essential to learn if you want to advance your career. They may not be easy to take up, but definitely worth your effort of learning:

        1. Cloud Computing

        “Simply put, cloud computing is the delivery of computing services—servers, storage, databases, networking, software, analytics, intelligence and more—over the Internet “the cloud” to offer faster innovation, flexible resources, and economies of scale. You typically pay only for cloud services you use, helping lower your operating costs, run your infrastructure more efficiently, and scale as your business needs change.” Microsoft[1]

        There are many different jobs available in the cloud computing world today. They range from architects and developers to data scientists, security pros. Each job is its own specialty and requires a high level of specification for advancement.

        This is definitely a hard skill that requires education. But if the tech world and computers are your thing you can make cloud computing a lucrative career.

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        2. Data Mining and Statistical Analysis

        Again, these are highly specialized fields. Data mining is defined as using large sets of data to look for anomalies and other patterns that can be used to predict future behavior.

        Amazon is probably the best known company to use data mining. Have you ever noticed that when you buy something at Amazon, you’ll see a little ad at the bottom that says “customers who bought this also bought…”and it lists 2-3 other items? All of that information comes from data mining, by examining the millions of sales amazon makes they can predict that if you buy item #1 there is a high likelihood that you will buy one of the other items too. T

        his not only increases sales for Amazon, but it also serves as a reminder for you that you may need these additional items for your project. This is very valuable information and has a wide range of uses. Although it has a bad reputation and evil sounding name, it is a very useful tool for maximizing productivity and sales.

        3. Data Management

        All companies today deal with a ton of data! Being able to manage that data in an efficient manor is not only highly prized, but a necessity.

        We all have these things on our desks called computers. Unless there is a need for a paper copy, almost all of our data is computerized. Meaning that, in theory it is all at our fingertips. Being able to organize that data so that it’s easily and quickly retrievable is why computers are replacing filing cabinets!

        However, just like the old fashion filing cabinet, data management on a computer is only good if it’s well organized. You want to make sure that you are keeping your data well organized so that it’s easy to find when needed. This is a skill that comes easily to some people (are you a person that makes lists? Good!) but with others it will be a skill that needs to be practices. Make sure that this is a discipline you master.

        4. Scheduling

        Being able to make and keep to a schedule is a very useful tool in both business and life. Effective scheduling means that you can prioritize projects, understand the tools needed to get the job done on time and that you are organized enough to lead people.

        An important point here is to write things down! Whether it’s in an old fashion daily or weekly organizer or in a PDA. Have a copy of your schedule available at your fingertips at all times.

        5. Financial Skills

        These are especially important when looking for that promotion. The higher up the ladder you go, the more you’ll have to deal with things like accounting, budgeting, financial planning and cash flow management.

        While you may not need to be an expert at all of these, you should have a good grasp of all of them. This is where taking a few night classes at your local community college is a good idea. You don’t need to become an expert, but brushing up on these skills will help you tremendously.

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        6. Research Skills

        These are important in all aspects of life, but especially in your work-life.

        Are you looking for that first job out of school? Nothing impresses a boss or hiring manager more than someone who has researched the company. Trust me, they deal with people walking in off the street everyday looking for a job, but managers and owners need to see the value in hiring (or promoting) you.

        So do your research and have some company specific questions ready to ask. Show that you are interested in working for that company or that position and not just “a” job or the “promotion” because you have seniority or need the money.

        If it’s a promotion that you are after, never bad mouth the previous occupant. Instead pick out an example that he/she was good at and explain how you would like to use or expand that policy and how it would enhance the policy changes you’d like to make.

        If it’s a new job you’re going for, then make sure to have some company specific questions ready to show that you have done your homework for the new position.

        7. Marketing Skills

        While marketing a companies products or services has always been a highly sought after skill. In today’s world, it can take on several different forms.

        Some of the marketing skills that are highly sought after today include, SEO, Search Engine Optimization, SEM, Search Engine Marketing and marketing campaign management. Familiarity with Google Analytics as well as Word Press are also valuable.

        While traditional marketing and branding were focused on advertising and selling. Almost all marketing efforts now a days are focused on the internet.

        8. Network Security Specialist

        Again, this is a highly skilled position that requires specialized training. But the amount of data that all companies store is significant, and if that data is leaked or stolen, it can costs them millions of dollars in both lost revenue and lawsuits.

        So, if you have an interest in network security you will find the field both lucrative and stable.

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        9. Communication Skills

        At first glance, communication skills may not look like it fits into the category of “Hard Skills” that can help you succeed. But in this ever shrinking world where companies can do business from almost anywhere, communication is more and more important.

        Are you bilingual? It really doesn’t matter what language you speak, there’s a company out there looking for someone who speaks that language.

        10. Computer Programming

        I don’t know about you, but I’m pretty sure that computers are going to be around for a while! As both the hardware and software get more advanced, the need for computer programming is only going to increase.

        11. Graphic Design

        As of 2018, there were 4.37 million new websites launched.[2] A good number of them will fail because they just aren’t interesting enough visually. The use of templates and replicated websites is only making the problem worse.

        Part of the way Google ranks sites is through originality, this almost ensures that replicated sites will never get ranked through Google. So the more original your site is, the more likely people will visit and actually spend time there.

        That is what a good graphic designer does. Takes your basic idea and turns it into a website that people actually want to visit.

        Embrace the Anxiety That Comes with Change

        You know it’s going to be there, you know that you’ll want to give up as you’re learning these new skills but, you’ll also know that the end result is worth the journey.

        Here’s a little trick when you’re feeling overwhelmed:

        Have you ever met an ex-smoker who was sorry they quit? An ex-drinker or drug user that said life was much better before they quit? These people have gone through some of the most difficult challenges humans can go through including weeks, if not, months of intense physical withdrawal symptoms. They did it because they knew that the pain and anxiety they would experience would ultimately get them to a much better life.

        Now what was that complaint you had about attending night-school?

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        This is the part everyone hates, everyone thinks night-school, adult education and just generally giving up family and/or spare time. While those are certainly possible ways to develop the necessary skills, they aren’t the only way.

        You’ll want to check with your human resources department because depending on the company, a certain degree maybe required in order to even be considered for a position. In those cases, night-school, on-line or some other form of adult education maybe your best route.

        But as long as a degree isn’t required, then your options are wide open.

        Let’s just say that you’re a sales person interested in becoming the sales manager but, the territory you’ve been given will never produce the sales figures that would make you stand out as a good candidate for sales manager. So how about you start your own side business (don’t compete with your company), but let’s say you enjoy golf.

        In this day and age, there are plenty of places that will teach you how to sell products on-line and even set you up with your own website. So you start a site selling golf equipment and accessories (don’t worry, you won’t even have to carry inventory or worry about shipping).

        Now, when that sales manager spot opens up, you can explain that even though other salespeople had better numbers than you, it had nothing to do with your sales ability, it was more of a consequence of the territory your were given.

        And to prove it, you brought in some information about a side business, you started showing that you’re on target for a sales growth rate of 30% this year. And because you had to do all of the marketing for the business, you came up with some marketing strategies that you can bring to the new job (built-in experience).

        The Bottom Line

        We’ve put together these 11 hard skills as a way to give yourself a “leg up” on the competition. We’ve tried to make this a mixture of both skills that require a great deal of training, and also ones that you can work on and develop by yourself.

        We know that not everyone is cut out to be a cloud computing expert, but we also know that working on and having good scheduling skills will make you a much more desirable candidate for the position!

        We also don’t want you to discount the idea of a “side hustle“. Especially for people new to the workforce, having a business that you have started and run successfully shows potential employers that you have initiative, scheduling skills and ambition which can put you well ahead of your competition!

        As usual, we hope you found this article both enjoyable and informative. If you did, may we ask that you share it with your family and friends through social media. It really does help us and is greatly appreciated!

        More Skill to Help Advance Your Career

        Featured photo credit: Kyle Sterk via unsplash.com

        Reference

        [1] Microsoft Azure: Cloud Computing
        [2] Netcraft: December 2018 Web Server Survey

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