Article

Online and offline stores – a good match or a separate brand?

Contact us
Online and offline stores – a good match or a separate brand? An existing brick-and-mortar store thus an existing brand can be seen as an advantage rather than a burden. Moving on to eCommerce might become easier as the products and the brand are already familiar to the customers.

Storekeepers often worry about combining brick-and-mortar stores with online stores. The concern is understandable given that the online context is quite different. In offline stores personal service traditionally has a huge role in purchase decisions whereas in online stores different kind of things might be of a bigger importance. Pricing principles might also substantially differ from each other. 

Multiply or re-brand?

An existing brick-and-mortar store thus an existing brand can be seen as an advantage rather than a burden. Moving on to eCommerce might become easier as the products and the brand are already familiar to the customers. The concept of the brick-and-mortar store may be "multiplied" to the online store thus preserving existing corporate image, product range and knowhow. POS-system integrations also make it easier to manage both stock and product range simultaneously in two places. Although the delivery channel and methods are very different, offline store and online store could well work together as a single unit.

Rather than multiplying the concept re-branding might be a better option in some cases. Sometimes the online store context differs so dramatically from the brick-and-mortar store that it becomes easier for the storekeeper to completely separate the two. This allows the storekeeper to have a different product range, different pricing methods or different product combinations. Re-branding the online store thus gives a certain amount of freedom to the storekeeper as well as helps in avoiding confusion among the buyers. 

Given the options above, there is no need to dread combining offline store and online store let alone let it hinder your efforts in eCommerce. If a good concept already exists, a brick-and-mortar store and online store can fluently work together as a unit with the help of integrations and multiplying the concept of the brand. The other option is to have two separate brands which gives you a bit more possibilities in adapting to price pressure and changes in different sales environments.

LianaCommerce is a versatile online store platform used to create many different types of online stores, both to support a brick-and-mortar store or as a separate business beside it. Our platform has many integration possibilities to several different POS-, financial-, product and stock management systems that help in combining the online environment with offline stores. Contact us to furher discuss eCommerce solutions or read more about LianaCommerce.

Contact us

Found this article interesting?

Subscribe to our monthly newsletter to get the latest interesting articles in your own mailbox.

Subscribe to our newsletter

Article commenting

More news

Dynamic annual reports online

Many companies have taken the most important publication of the year into digital era and started publishing their annual report online. In this article, we will explore the most significant advantages of online annual reports along with a case study.

Read More

8 Digital Marketing Tips for a Great Ramadan Campaign [Infographic]

The month of Ramadan represents an excellent sales and marketing opportunity for businesses. Yet a lot of companies take it with a pinch of salt. Check out this infographic to find out why investing in digital marketing during Ramadan is crucial in 2018.

Read More

GDPR and mailing lists: hold on to your subscribers (and make more in the process)

Getting existing mailing lists GDPR-compliant is a priority for marketers right now. Email marketing is the most profitable kind of marketing when it comes to return on investment. This means that losing a subscriber is lost income. How to hold on to your contacts even after GDPR comes into effect?

Read More

21 Digital Marketing Trends for 2018 [+Infographic]

The diversity of digital marketing trends is huge: content marketing, social media marketing, marketing automation and artificial intelligence – just to name a few. Check out this list of the top digital marketing trends for 2018 to decide what to incorporate into your marketing strategy next year..

Read More

Marketing Automation: Overcoming the Challenges [Survey Results]

Marketing automation has a lot of benefits but there are also challenges a marketer needs to overcome. Our survey results reveal the obstacles that you may face with marketing automation and we give you the ways to prevail.

Read More