Go-Electrical, an established local electrical retailer, launched an e-commerce website 5 years ago to increase their reach and sales. The online store allowed them to predict customer behavior, reach more potential customers across a wider geography, and offer a larger variety of products with lower overhead costs. This generated more sales and phone calls. Go-Electrical then focused on improving website traffic, conversion rates, and operational efficiency through search engine optimization, payment processing integration, and internal search improvements. The document recommends other retailers evaluate if an online market presence could help them establish a niche, increase competitiveness, or better manage logistics, and to consult an agency if pursuing an online strategy.

1. @ Leeds Biz Week 2 nd June 2009 The Rose Bowl Monica Tailor, kilo75 Using Web Innovation to Open New Markets

6. Long tail

14. Monica Tailor, kilo75 Using Web Innovation to Open new Markets http://kilo75.com [email_address]