It's seen all too often in 12-volt retail businesses: Nothing substantial is invested in a website. Some retailers complain about "not being able to compete with the low prices on the Internet," when a core issue is that a search on Google or the major engines omits that retailer. It's because they have virtually no tangible website presence. The alternatives of a perceived online identity from other social media sites (such as Face-book, Twitter, Instagram, etc.) or Internet-based networking groups (such as Linkedln) are all helpful tools in promoting a retail operation and professionalism, but all lack the power of analytics and tangible tracking mechanisms that a well-crafted website offers.
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