Local Retailers Getting On The E-Commerce Train

Posted

By John Singleton
Making a living in the Internet Age can be a tricky business. In 2011, educated consumers routinely employ the worldwide web to research the quality and cost of products forcing merchandisers to compete like never before. But is the wealth of information available to consumers resulting in more or less profits for local businesses?
“When the Internet emerged back in the 90s, lots of retailers saw Armageddon,” recalled Steve Samaras, owner of Zachary’s Jewelers. “It was thought that manufacturers would sell directly to consumers making obsolete small retailers that offer sales and service in local communities, but that hasn’t happened.”

In fact, Samaras, who added a Severna Park location to his Annapolis-based jewelry empire in 2010, says his diamond sales have doubled in the last five years as he has integrated useful Internet applications into his business model.
“When a customer comes to Zachary’s for an engagement ring they no longer need an education from me. They’ve done their homework on the web,” added Samaras, whose website can be found at www.zacharysjewelers.com. “At the same time, buying jewelry is a very personal, very sensual experience. Couples want to see the sparkle and the quality. They want to see the way the light plays across the cut of the stone. When the final decision is made there’s no replacement for seeing it with your own eyes. No website can do that.”
Sharing storefront space adjacent to Zachary’s Jewelers in the 500 block of Ritchie Highway is Homestead Gardens. To enhance the shopping experience for clients the two retailers collaborated in 2010 and constructed an internal breezeway between their stores. During winter months it’s an especially innovative approach to keeping customers warm and dry. The brick-and-mortar solution in a business world buzzing with click-and-order questions has yielded excellent results.
“The online experience can enhance the retail experience,” explained Don Riddle, owner of Homestead Gardens. “The challenge is to balance the resources devoted to websites, Facebook, and other social media with the sensory driven experience of a retail establishment like Homestead Gardens.”
Riddle emphasizes there is no cookie-cutter solution to integrating web-based solutions into an established business model. For nurseries, not all plants are created equal. Smaller and dormant plants are easier to ship than the larger, flowering ones. For Riddle, who employs Facebook, Twitter and Flickr at www.homesteadgardens.com – a commitment to retail space is critical in maintaining a quality nursery and delivering an optimal shopping experience.
Another new arrival on the local business scene is Furniture Solution, located at 1500 Ritchie Highway in Arnold, the old home of Danker Furniture. At Furniture Solution, in-house designers use manufacturer websites to help clients custom-design furniture selections that include style, color, fabric and finishes.
“Our technology model is to make the Internet experience easy and useful for our clients,” summarized Nicolas Kvasnovsky of Furniture Solution. “Working closely with a manufacturer’s website facilitates the exchange of information, and more useful information in our client’s hands makes the shopping experience better. The Kvasnovsky family is delighted to be a part of the Severna Park business community. Stop in and see us!”

Comments

No comments on this item Please log in to comment by clicking here