DO BUSINESSES LACK ONLINE STRATEGY?
2018 has a been a trivial year for many older companies that are not strategically selling their products or services online. It is a very bad time to not be sure about the future of online marketing and ecommerce. In fact, if you have waited this long to begin taking online operations seriously… you could be at risk of losing sharply to your competitors.
Let’s have a glance at companies who are closing locations or have even closed for good in 2018.
- Sears – closed over 70 stores
- Kmart – closed over 15 stores
- Chipotle – closed 65 restaurants
- Toys R Us – full company shutdown
- Starbucks – 150 stores
- GNC – 200 stores
- Best Buy, Kroger, H&R Block, Lord & Taylor, Subway and so many more!
REASONS WHY COMPANIES ARE CLOSING
There are many reasons why companies are downsizing or closing for good in 2018. Not all companies publicize all their reasons why, however they have given a few. These reasons mainly revolve around two matters: low sales and their lack of online strategy. In my experienced opinion, the sharp change to online marketing, technology and ecommerce is greatly affecting businesses to the point where companies are being forced to re-strategize.
OLDER LEADERS ARE SCARED TO SALE ONLINE
Most leaders in older companies tend to be older in age themselves. They have been used to their way of making money for the company, and it has likely not been online. However, these leaders know that times are changing because they see it happening daily all around them. They feel as if though their time is coming. The time in which their experience and knowledge will become obsolete to their current company. Therefore it is natural for these leaders to begin pushing back on the idea of online marketing and sales.
TAKING CONTROL OF YOUR COMPANY
I don’t condone terminating employees who are afraid of change. What I prefer companies do instead is have a genuine one on one talk with each of them. Find a way to relate to them. If you are older yourself and have trouble with online strategies, there is nothing wrong with sharing it with them. By sharing your worries and inexperience with them, you will will promote a constructive environment. These leaders after all have likely greatly helped your company and deserve the opportunity to conquer the online world as well. These leaders can do what they have always done best… find solutions.
WHAT IF THEY ARE UNABLE TO FIND SOLUTIONS?
If the leader you employ is unable to find solutions, then it may be time for you delegate tasks to perform research on how to identify and recruit your next generation leader. In this situation it is best to not hire but instead find a consultant that specializes in online marketing, technology and ecommerce. Many believe that they can resolve the issues themselves but instead prolong the issue by hiring people they think can fix it. This is not a time to think… this is a time to know for sure that it will be fixed. This is a time to be a head and not barely hang in.
If you would like a consultant that will get to know your company, it’s culture, and it’s consumers in order to create a strategy for the future, please contact me on my website at www.johnangelofernandez.com