‘Online’ is proving increasingly difficult for many independent retailers to generate growth in sales it seems. Your online platform sits in a vast ocean from which to be discovered and it’s all too easy for a store to burn through a considerable marketing budget with little to show in terms of sales.

Google key words, Meta merchandising, SEO optimisation takes time to master and the independents will always have limited resources compared to the budgets and expertise of the large online retailers dominating customers search results.

With many online retailers stocking the same labels and the non-standardization of markdown dates – it means consumers are likely to go to where they can find it cheapest and where they’ve heard of (ie those same large online retailers). This means that the kids’ independent market (where margins are tight) find it difficult to compete.

Conversely, Brick & Mortar seems to make up around 80% of turnover for the average independent boutique, with online picking up the remaining 20%. It’s about the personal touch, and providing an individual service.
In many cases price point really isn’t a determining factor, rather it’s the ease of purchase, the ability to determine the quality of the goods, and the assurance that comes with dealing in a physical and personal world.

So with independents seeing an upturn in Brick & Mortar revenue where does this leave online sales for such businesses? If the large retailers have occupied the ‘popular brands’ and are able to offer the best prices & returns policies – what is left? Perhaps it’s time to ‘dare to be different’, to show off your expertise, to find original brands that aren’t found at the top of search results, or on every instagram feed. Play to the strengths of being independent – it might not be the solution to untold wealth but as a wise person once said “Money has a voice, but no soul”.

Brick & Mortar seems to make up around 80% of turnover for the average independent boutique, with online picking up the remaining 20%