This document discusses the importance of online sales for independent photo retailers and provides tips to improve online sales. Some key points: 1) Most independent photo retailers sell less than 10% of their total sales online, despite the importance of online sales in today's market. 2) Having an appealing, easily shoppable website that is regularly updated is crucial for driving online sales. Retailers should also promote products online through emails, social media, and online deals. 3) An outdated or unprofessional looking website could negatively impact customers' perceptions of the retailer and lead them to shop elsewhere. Retailers need to actively manage and refresh their website like it is another store.

1. IPI’s Top 20
Retail Products + services
of 2013
Erin von Holdt
Director of Marketing
IPI
Chari Pack
Owner
Persnickety Prints

2. YOUR WEB
SITE
Is it appealing or appalling?

3. Average IPI member
sells
less than 10%
of total sales online!
Why?
Members who are
having success are
working hard to grow
online sales!

4. Why is online selling
important for
independent photo
retailers?

5. 1
It is the year 2013!
If you aren’t growing online
sales, you aren’t growing
sales - period.

6. 2
20-something age group?

7. 3
24/7 access
What hours is your store
open?

8. 4
Make money
While you are
asleep!

9. 5
It’s easier than making
a sale in-store.
No overhead.
No staff required.

10. 6
Easily service
customers who
Move away or who live
outside your market.

11. Common objections…
“My customers like coming into the
store
for personal service”.
• Yes, a face-to-face sale is always best.
• Baby boomers may prefer this method, but what
happens when they are gone?
• Many consumers PREFER buying online.

12. Common objections…
“I don’t have time to focus on my
website”.
It takes constant effort to drive existing customers to
your web site AND to find new customers that way. But
the future of your business depends on it!
Know EVERYTHING about your site and manage it just
like another store. It’s not enough to just throw up a site -
you have to drive consumers there!
Appoint a Store Manager for your web site.

13. Not getting many online
sales?
Ask yourself these questions!
Is your site visually appealing to your target?
Is your site easily shopable?
Does the home page frequently get a facelift?
Do you put products on sale online?
Do your e-mails link customers directly to the product?
Do you feature products on Facebook and link them?

14. What does your site say
about you? • Visitors WILL go elsewhere for a more professional
shopping experience.
• Visitors assume your store will look like your web
site. Could be a poor reflection of your company.
EXAMPLE: Just moved to town.

15. What type of site do you
THE FRONT END/HOME PAGES - NOT THE ORDERING ENGINE
have?
• Dakis
• Word Press
• Lucidiom Enterprise
• Other/DIY

16. How often do you updated
it?
• Home page banners/graphics
• 2x/month
• Overall refresh
• 1x/year

17. Dakis Custom Sites

18. WordPress Site tied
into Lucidiom
Enterprise Platform

19. Lucidiom Enterprise

20. Trust your web
developer/designer!
Trust the advice from web design team.
They are trying to save you from yourself!

21. Who wants to
volunteer their
site?

22. Questions?