Should Retailers Have an E-Commerce Enabled Site?

“Is it worth damaging your business just to sell a few more diamonds each week?”Daniel Matz, assistant managerDiamond MartSt. Charles, Ill.     Use Your Site to Advertise, Not to Sell: The purpose of a website is to garner attention from existing and potential customers. When jewelers have an e-commerce website, they’ll show their prices and lose customers—because the only way to compete online is by price. A jeweler can’t sell online at the same price levels as their brick-and-mortar store. And when customers see the price differences, you’ll lose them. The only way Main Street jewelers can compete with pure players online is to educate people so they know the reasons behind the price differences. No One Can Serve Two Masters: When a jeweler has an e-commerce­ website, he has to service two groups of customers with the same number of emp

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