Is Online The Way Forward For Home Stores?

Dec. 14, 2011 - PRLog -- During the last few years we have seen some major brand name home stores go into administration, most notably MFI which closed its doors in 2008 principally due to the drop on the housing market, high running costs and the lack of home owners improving their own homes.  Other major firms falling victim to the recession more recently include Focus DIY and Habitat. As companies are trying to cut costs while maximising their huge buying potential they are realising their business may lie in online retailing.

The name MFI for example has been acquired by Walker Capital and is set to launch their online business which they have been working on since 2009. Financial commentators are sceptical regarding the customer affection for the brand as they left more than 30,000 orders unfulfilled. They will also only be able to sell items such as furniture and will need to keep prices as low as possible to compete online. However, the huge costs of the retail premises they formally occupied will not be needed and they will have the ability to buy at cheaper costs from the manufacturers.

Other home ware and DIY companies are able to adopt an online model but are combining it effectively with their retail premises. One such company is DTW Tiles based in Portsmouth, Hampshire. They have a showroom enabling customers to come and see their tiles, which is so important when choosing a design for your home. However, they also have a strong online presence and are able to use their knowledge and importing arm to supply tiles at a good discount. Where they have succeeded is to make it easier for customers to buy from them including sending out samples for customers to see the tiles and feel what they are like.

Director of DTW Tiles, Andy Rutter says:

“Making the online experience comparable to the real life browsing situation is key to selling products like ours online. We go to great lengths in removing the barriers of buying online by giving as much information as possible, posting great product imagery and sending out samples where required. For those living close by we also encourage them to get the advice from one of our in store advisors which is also information shared online.”

There is no doubt more companies will be combining the online experience with a more traditional approach for customers as well as leveraging the lower running costs ecommerce  can provide. However, it’s possible the old fashioned large scale retail outlet model which started for MFI in the 1960’s has gone for good and is making way for the new breed of online “etailing”.

If you would like to find out more about DTW and see a range of their bathroom tiles today call on 02392 799 007 or visit http://www.tiles-ceramic.co.uk