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Although e-commerce is a permanent fixture in the retail world, many brick-and-mortar establishments, especially small businesses, are slow to harness the power of the Internet. Large wholesale retailers like Rhinomart.com have made the complete adjustment to virtual marketing and shopping. Here are the various levels of participation on the world wide web for small wholesale retailers.
Community Resource Web Site
Most metropolitan areas have a [city name].com or another similarly named website run by a local newspaper or news organization. In addition to providing the latest in local news and events, these sites also seek to be the premier information source for residents. Adults are using search engines and local web sites to find area businesses and services, over more traditional information sources like phone books.
The best thing is that often businesses, like small wholesale retailers, can post a company profile and contact information for free in the local web site's directory. If you are a niche wholesale outlet, such as specializing in wholesale electronics or customer returned clothing, this is the easiest and cheapest way for customers to find you! The technological experience required to submit information to local community resource web sites is minimal. At worst, you will need to send an email or complete an electronic form.
Classified Advertisement Listings
Large scale, real-time classifieds web sites such as Craig's List and eBay are great resources to take a step in the direction of virtual marketing specific wholesale goods. While posting information on a community resource web site will allow customers to find your brick-and-mortar establishment, electronic classified advertisement listings allow you to highlight specific wholesale products for sale.
Some of these sites charge a fee either up front, or upon sale of the item. Also, the learning curve is a bit steeper here than simply posting company information on a community web site. First, your company will need a way to receive payments online for wholesale goods, such as a Paypal service. Additionally, you typically need the ability to take decent digital photographs of the wholesale merchandise, and upload the images appropriate to the advertisements. Online buyers are leery about purchasing wholesale products sight unseen!
Private Business Web Site
Even small wholesale retailers can benefit from a company web site. Small scale websites, with more extensive company information but without a way to purchase goods directly from the website, are free and easy to start with many web hosting services. This type of site is a great companion to posting company information on either an electronic classified advertisement or a community resource web site because company web sites are easily linked to both. Plus, smaller sites through a reputable web hosting company may not require any knowledge of HTML or another programming language.
For large scale web operations, hiring professional programmers or participating in a virtual cooperative web program with a large wholesale retailer is ideal. If customers are submitting credit card information through your shopping cart application, there are significant privacy and data management concerns. Not only that, but adequate security protection will discourage hackers. Small wholesale retailers can benefit from large wholesale retail web communities because these issues are solved, yet the small wholesale retailer benefits from the additional sales from the Internet. Finally, large scale web operations can easily swamp a small wholesale retailer with web mastering duties, such as order handling and maintaining product information and inventory.
Each year, more American homes are equipped with high speed Internet connections, and are more reluctant to spend time and gas to shop out in town. Wholesale shopping with the click of a button has never been more in vogue! Small wholesale retailers seeing their profits plateau should seriously consider harnessing the advertising and sales potential of the Internet. There are many levels to participate at, and all small wholesale retailers can find a place within their technological comfort zone.
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