Step up to e-commerce
Today is the day!
You’re ready to be the next hardware store owner to establish your online presence.
You realize customers begin their hunt for products and home repair ideas with their fingertips on the internet.
Before you step forth onto that “cyber sidewalk,” check out advice from hardware industry leaders who already went through the digital door – and learned lessons.
Michael Wynn, president of Sunshine Ace Hardware in Naples, Fla. said, “don’t let the growth in your brick-and-mortar stores hold you back from investing in e-commerce.
“Our competition is investing heavily in improving convenience and redefining customer expectations. The more convenience you offer in e-commerce shopping, and delivery/pickup options, the more your core business will grow as well,” said Wynn.
“Customers want and demand the full omni shopping experience. The only question is whether you, or your competition, will ultimately be meeting their needs,” said Wynn.
Stew Elliott, owner of Elliott Ace Hardware, a four-store chain headquartered in Muskego, Wis., said, “shopping starts online, even if it finishes in-store. Try to keep your inventory in sync with the search results being returned on your online channel. If you are constantly not stocking the common search result items, customers will start looking elsewhere first.”
Try to be consistent across all channels, said Elliott, “consumers expect the same pricing, policies and service regardless of where, or how, they are making a purchase. In their eyes, all channels of an omni channel merchant should function the same.”
John Merrell, a Do it Best dealer and owner of Foley Hardware in Larchmont, N.Y., said, “customers start their product research online and are still looking to shop and support their local hardware store. Give your customers an opportunity to shop your store 24/7 online and continue to give you their business instead of to your online competitors.”
Meg Taylor, communications director at Taylor’s Do it Center in Virginia Beach, Va., said: “partnering with our co-op was key in adding both significant strength and affordability to our offering.
“Whether you’re a single location or multi-store, it’s imperative that you have one person on your team leading the effort. That said, it won’t be successful unless your entire organization embraces it.
“We all know how fast e-commerce has grown and it’s only going to continue to grow,” said Taylor.
The future is calling
“The idea that ‘my customers don’t shop online’ is misguided and makes me think of something that my father told me: ‘You will be out of business way before you lose 100% of your customers,’” said Mike Costello, CEO of Costello’s Ace Hardware, in Deer Park, N.Y. “He always created urgency around staying relevant to customers – so they didn’t become someone else’s customers.”
Costello said: “Don’t wait. Overall, online sales are growing. The number of online shoppers is growing. The products that hardware stores sell are being searched for and purchased online. Failure to engage with these consumers is the equivalent of letting your phone ring without answering.”
<This is the third and final report in the series on e-commerce in the hardware channel.>
William E. Aubuchon, IV, Orgill dealer, and president and CEO of Westminster, Mass.-based W.E. Aubuchon Co., Inc. said, “same-day e-commerce requires really accurate inventory. Before you even spend time on e-commerce, I would encourage dealers to spend time on creating a sustainable plan to operate with much higher inventory accuracy.”
Aubuchon also said, “collaborate with a third party on the e-commerce software versus building it yourself. There are a lot of good options out there from wholesalers and other third parties — some who are particularly focused on our industry. Building and maintaining a solution yourself is very complicated and expensive.”
Brian Mushel and his wife, new owners of Justus True Value Home & Garden in Clarks Summit, Pa., said, “do it as soon as possible. Technology has made it seamless and cost efficient to get your inventory online. You don’t have to offer shipping; only a buy online, pickup in-store.”
Scott Jerousek a Do it Best dealer and owner of Farm & Home Hardware in Ohio said, “find a good partner to help you. Celebrate wins, and if there are bumps in the road, treat people like people. You will be surprised how they treat you back when an occasional oversold happens or the product takes a few days to get to the store.”
The hardware category is a large one. It encompasses a wide array of needs and wants. “We are seeing wants drive impulse buys, while needs are better served when the customer knows you have the products in-store or can provide alternative shipping and delivery options,” said Jerousek.
The owner asked: How do we earn and continue to maintain our customer relationships?
His answer: “By never settling on doing business as usual; and by continually improving your customer experience.”
