Business development Letitia Booty · 18 January 2017
Revenue or profit: Line your pockets or grow your business?
Office and premises One thing worth considering if you have an online business that is beginning to gain traction is a bricks and mortar store. don’t make the mistake of thinking that in the new digital world a physical store is redundant according to a recent report by British Land and Verdict, 89 per cent of sales in the UK touch a physical store in some way. Retailers that can offer an omni-channel experience are more likely to perform well as many consumers like to combine physical stores and websites in their pursuit of goods. For example, click and collect spend is set to double by 2021. In addition, stores offer a touch point for consumers, which improves brand awareness, customer service and trust. Many customers will browse a store in person, and make a purchase later online thus a store can contribute to online sales as well. Ben Dimson, head of retail business development for British Land, said: Even online pure-plays are dipping their toe into the world of physical, taking pop-up space or temporary units. In doing so, they benefit from the halo effect? that stores offer generating online sales and strengthening customer relationships. Expanding your reach Another way to invest in yourself is to explore ways to expand your reach and find new customers. This can mean an investment in marketing practices, such as taking your business to trade shows and exhibitions, or finding ways to export overseas and reach whole new markets. Getting a stand at an exhibition or trade show, going on trade missions overseas or leasing a warehouse to ship your goods around the world can all be very costly but the potential pay-off can be huge. Lindsey Fish, founder of Mums Enterprise, a company that organises family-friendly exhibitions to help mums in business, acknowledges that the more women they can attract to events, the more revenue can be generated through exhibitors and sponsors. we intend to take our events all across the UK and in order to do that we need to keep pushing ourselves and increasing the number of events we organise each year. The only way to do that is by re-investing the business profits back into the business which will allow us to reach many more mums, she said.
ABOUT THE EXPERTLetitia Booty
Letitia Booty is a special projects journalist for Business Advice. She has a BA in English Literature from the University of East Anglia, and since graduating she has written for a variety of trade titles. Most recently, she was a reporter at SME magazine.