The 21st Century Store Front

March 1st, 2008

by E. Werner Reschke

Capturing attention is a must for all businesses. Whether your organization is in Retail Sales (business to customer, B2C), Business to Business (B2B), or Non-profit, every organization has a "store front". A store front is defined as: "Where the public first sees your business or organization". This store front varies for each type of organization. For example, a retail store front is the physical building and the display found in the front window. A B2B store front can be the reception area, the person(s) answering the telephone, or a sales representative.

Most organizations will agree that a store front is a key component to new, and repeat, business. Positive exposure equals more business. This is why good organizations pay careful attention to how their store front looks. An unattractive store front is negative exposure. It is un-inviting and not receptive to potential and repeat customers. It creates an unnecessary obstacle to over come, and can be a business killer, at worst.

As we approach the completion of the first decade in the 21st century, it is interesting to note that many businesses and organizations have neglected a key store front - their website. While the old-fashioned handshake had its place in past generations of the Klamath Basin, it is not a modern model to serve the growing community. Individuals and businesses who are new to the area heavily leverage the internet to find everything from a good dry cleaner to industrial equipment rentals. The local farmers and ranchers are online today as a necessity of running their farms effectively. Regional exposure and networking has become a business necessity. Websites are an online store front. If the website is poorly executed, or doesn't exist, the potential customer, member, contributor is very likely to quickly move on with a click of the mouse to something better (for them, not for you!).

How is your Online Store Front? Is it modern? Is it well-designed, effectively organized and properly executed? Does it represent your organizations brand and capture your visitor's attention? Does the website track how many people visit your online store front? If not, why not? Web traffic can be more important than foot traffic, or even telephone calls, to know how to adapt your organization to ever-changing customer needs and satisfaction.

The year is 2008. The internet is not a fad. Your business may have made it this far without a good website or online communications strategy, but chances are without a good online store front, you will be left behind.

E. Werner Reschke is a 20th Century person with a 21st Century business mind. He is co-founder of wrinkledog, inc - a Klamath-based online agency that has prospered eight years in the chaotic internet business by serving their customers right... and by taking the internet's effect on business seriously!