I would have a more fundamental question to ask – What is the unique, completely obvious reason for me to purchase from your website over any of the thousands of sports websites that exist? If the reason is not due to the unique nature of the products and services you offer, then the web is not going to work for you.
You will never out Amazon – Amazon! Product information, cost comparisons, customer comments helping my selection, fast delivery and ease of use are all expected and all well tended to by thousands of UK and Irish sports stores. If you are not in a very specialist field with something that makes your business unique then go no further.
The unlimited real estate and shelf space of the internet means that commodity products are sold based on price and comparisons from store-to-store are only a click away. Your High Street shop offers locals convenience and trust. These competitive advantages disappear online when selling Nike or O’Neills, where thousands of other users have posted their honest opinion.
If, however, you are selling your own brand of high quality top-line shin guards, custom gum shields with my team motif printed on it or are the sole stockist of a desirable running sock in the British Isles, then you do have a reason to trade online and have a very good reason to take blogs user contributed comments very seriously.
Getting a reputation on the internet among the specialist community you serve is the only way to make a profitable online retail business. Opening up your inventory to others will also help spread the word. Letting users compare your products with the competition and coming out favourably will help you build this competitive advantage and eventually lead to vast increases in sales. Getting someone else to say how good your products are is ultimately 10 times more powerful than any ad you can place.
