Question

Topic: E-Marketing

Two Activities On The Same Website?

Posted by keyclientplugin on 2/17/2018 at 5:55 AM ET 250 Points
Hello to all


I have a question to ask you.


A client of mine currently has a physical store and sells food products. For this reason, for some years he has created an e-commerce site.


Now, in addition to selling products, he wants (always in the same physical store) to eat hot dishes.


Question:

1) Do you think I have to create 2 separate websites (one for ecommerce and one that advertises the local bar) or do I put them both on the same site?


2) As for social networks: do I have to create different ones or always in the same account?


Thank you for answering me
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RESPONSES

  • Posted by Jay Hamilton-Roth on 2/17/2018 at 9:52 AM Accepted
    If the majority of people that visit the e-commerce website are local and are likely to also be interested in the store, you can combine them. Even so, if combining them would be confusing, then don't.
  • Posted by mgoodman on 2/17/2018 at 10:58 AM Moderator
    Think about the primary target audience, and the core positioning benefit, for each business, If they are the same then you can use a single website. If either the target audiences or core positioning benefits are different, you need two separate/different websites if you want to avoid confusing site visitors.
  • Posted by Peter (henna gaijin) on 2/17/2018 at 11:57 AM Accepted
    I think they can be combined, especially if the items he sells online are also sold in the store either in full or as an ingredient to the "hot dish" he plans to sell. The products would work together to hopefully promote each other.
  • Posted by telemoxie on 2/18/2018 at 8:12 AM Accepted
    There are situations where you have to have discrete and different messaging and websites and so forth. For example, a former client of mine did design and print work, selling to advertising agencies, but also sold full-service brochure design to a particular target market. With respect to that one vertical market, they were competing for business with their customers. And so in that case, they did business under two different trade names, with different sales forces and different marketing materials at different websites.

    But in your case, I don't see any sort of a conflict. Rather, I think they complement each other. And, in addition to food, I believe your client would also sell items such as coffee cups with the company logo, both at the brick-and-mortar store and through the e-commerce site. Good luck.
  • Posted by Gary Bloomer on 2/18/2018 at 11:50 AM Accepted
    All on one is fine.
  • Posted by mgoodman on 2/18/2018 at 3:20 PM Accepted
    Bricks-and-mortar store positioning might be: A friendly neighborhood bar where you can meet your friends and enjoy a home-cooked meal together. (Target audience: locals)

    Online positioning might be: Delicious prepared foods delivered to your home, ready to freeze or heat.(Target audience: All households in your home country)

    Those are very different positionings and could be confusing if they share the same domain/company name.
  • Posted by Mike Steffes on 2/19/2018 at 8:03 AM Accepted
    2 sites:
    Physical- focus on the existing bar but mention the take-home aspect.
    Online- focus on the take home side but mention the on premises bar scene.
  • Posted by Shelley Ryan on 3/29/2018 at 7:08 PM Moderator
    Hi Everyone,

    I am closing this question since there hasn't been much recent activity.

    Thanks for participating!

    Shelley
    MarketingProfs
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