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Marketing Challenge: How to Merge an Online and Offline Business

by Hank Stroll  |  
October 3, 2006

Usually, a business doesn't just abandon one area, in this case online, because another area—bricks-and-mortar stores—is performing better. Think of it this way: In a race, one runner comes in first every time. But is the runner completing the race in the fastest time possible? Likely not. So there's room for improvement.

Similarly, if a store can find a way to nudge more customers to go to its bricks and mortar store, the difference could mean millions of dollars in revenue. Read on for advice from fellow readers.

This Week's Dilemma

Online store sells more products face-to-face

Our company name is our Internet address and is generic, like When we branded the company, our intention was to grow our online sales. But we actually sell more products in our bricks-and-mortar store. We've received feedback from customers that they think we're just an online company.

To work around this, we thought maybe it would help to come up with a prefix to the name to indicate we're not just an Internet-based company. How can we overcome this challenge?


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Hank Stroll ( is publisher at InternetVIZ, a custom publisher of 24 B2B e-newsletters reaching 490,000 business executives.

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