719: Moving from Online to Brick and Mortar Boutique

Boost Your Boutique with Emily Benson

0:56.8: I always say focus on one store first, grow that, and then add.

2:39.1: They do local pickups, things like that. That's actually, I think the best-case scenario for opening a brick-and-mortar because you already have this built-in customer base locally. And then they're going to say to their friends, Hey, let's go to this store. I think it's really different.

3:10.8: Let's say you have been selling online and you're sending orders all over the country, you do want to be sure that this location is going to have your people at it. Like, do demographic research on the area.

4:42.9: So if you are focused on building a brick-and-mortar boutique, the online business is going to suffer. Unless you have an online boutique manager who is going to continue to maintain that business.

6:46.7: The hope is that obviously they follow you and you are still selling to the same customer that you sold to online. Now, will they buy the same things? Yes and no.

7:29.7: Just because you open a brick-and-mortar does not mean that you need fillers.

9:19.7: The thinking is different. You want to make sure the store looks great. So people walking in want to buy things that are gonna pay your rent, pay, you know, all that jazz.

11:23.3: There’s going to be the shift in your marketing that needs to happen is you're just going to make everything local now, okay? With anything paid or organic. Every single post is going to have your location.

13:00.7: So if you have a brick and mortar, it is also still important to make sure you have a good amount of your inventory online so people can really get a preview and get an idea of what the prices are and what the selection is.

15:28.3: These are the types of things that build community, build a sense of loyalty over time, and building those genuine connections, honestly, I think that is why brick and mortars are doing well.

17:12.2: The brick-and-mortar model has been around forever. So if you have the right concept in the right space with the right marketing, and you're the right person for it, like, those things can line up.

Resources:

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