Field of Dreams Movie Poster

If you build it, they will come.

Derived from the classic move Field of Dreams (1989) with Kevin Costner. “If you build it, he will come.” has spawned an entire legion of believers that simply creating something is enough to guarantee success.

A great movie, but in the real life of business and specifically online shops, if you build it they won’t come. Not without promotion and marketing.

There are a lot of online shops out there, many unsuccessful. But some do a fair trade and limit their real potential when they fail to stay current (technology, design, marketing, inventory) while others have achieved the critical mass and in addition to continued marketing, can rely on a solid customer based.

Marketing and promotion can take many forums, and there is no single perfect way to market – some retailers location a single high achieving channel while others have grown organically and saturate.

If you build it, that’s a good start. But if you market it, you increase the chances that they will come.

Here are some ideas: How bike shops win customers in the modern age

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