Many routes lead to sales

Multi-channel retailing is the term used in the trade to describe the use of several outlet or distribution types such as a combination of speciality stores, catalogues and online shops. In the pet sector too, the subject is becoming increasingly important, as customers are concentrating more and more on the offerings of various companies over the Internet when they shop. Websites such as Amazon and eBay, which carry virtually all branded products in the pet sector in their ranges, are also growing in popularity. “On the Internet customers are looking primarily for special offers, low shipping costs and fast delivery of the goods,” explains Silvio von Krüchten, managing director of i-Ways sales solutions. His company acts as a consultant for firms, creating and providing solutions for multi-channel retailing, e-commerce and online communication. Buying securely on the Internet is also important to customers. “For the vendor, achieving a high sales figure is important, as is developing a user-friendly ordering process.” In 2009 alone, a sales volume of € 3.6 bn (+2.2 per cent compared with 2008) was transacted in the German pet sector. Creating a new world of topics To participate successfully in online business, however, it’s not enough just to put goods from the stores on the Internet, stresses von Krüchten. “Companies must create an additional range of products that they only sell online, and introduce a world of topics instead of item categories.” It is only thus that customers can be enticed to use online stores too. It is also important to become known on the Internet. “Companies can achieve this by using global platforms such as Google or Yahoo.” Improved findability and a stronger presence on the Internet make it possible to attract a host of new clients. According to von Krüchten, online trade also has a positive impact on traditional over-the-counter business. If the brand or company has a strong online presence, people remember it. “A strong online presence can thus influence purchasing decisions in the traditional channels,” says von Krüchten. In his opinion, however, it won’t just be Google, Amazon or Yahoo that influence shopping behaviour in the future. “Social networking sites like Facebook or Twitter will also have a bigger say.” The latter, according to the managing director of i-Ways, is not a very good platform for selling, but exerts more of an influence on the image of a company. “A view of a company or product can be shaped with…