Time to review your retail business’s online presence
The New Year is a natural time for reflection and fresh starts—both personally and professionally. For retailers, it’s also the perfect time to take a hard look at your online presence and how it supports the in-store customer experience.
When was the last time you searched for your store name online? What customers see before they ever walk through your doors can strongly influence whether they choose to visit, browse or buy. For many retailers, online content evolves gradually, starting with websites, then social media, Google listings, and reviews often without a regular review process. Over time, this can lead to outdated information, mixed messages, and missed promotional opportunities.
A New Year review helps ensure your digital presence reflects your brand, your products and the experience customers can expect in-store.
Website: Supporting the path to purchase
If your retail business has a website, this will make it easy for customers to find you, trust you, and shop with you.
Key areas to review include:
- Store location(s) and contact information: Confirm addresses, phone numbers, and email contacts are accurate.
- Hours of operation: This is critical for retailers, especially around holidays and seasonal changes.
- Product and service information: Ensure featured products, brands, and services are current.
- Store imagery: Photos of your storefront, displays, or team should reflect how the store looks today—not how it looked five years ago.
- Email inquiries: If you use a generic email (e.g., info@ or customerservice@), confirm it is actively monitored.
If you don’t have a website, consider whether even a simple one could help drive foot traffic. A basic site can:
- Confirm your legitimacy and professionalism
- Help customers find your store easily
- Highlight key products, promotions or services
For some retailers, adding e-commerce or click-and-collect functionality may make sense especially if customers expect to browse online before visiting in person.
Social Media: Extending the in-store experience
Retailers have a unique advantage on social media: your store imagery, products, staff, and customers provide constant content opportunities.
Focus on platforms that align with your customer demographics:
- Facebook is effective for promotions, events and community engagement.
- Instagram is ideal for showcasing new arrivals, visual merchandising and lifestyle imagery.
- YouTube can support product demos or how-to content.
- LinkedIn is useful for employer branding, franchise development and supplier relationships.
Consistency matters more than volume. Determine:
- Which platforms can you realistically maintain?
- How often will you post?
- What types of content best reflect your brand and value proposition?
Sharing new products, seasonal changes, staff highlights, and in-store moments helps customers feel connected to your store even when they are not physically in the store.
Reviews and local listings: Where retail decisions are made
Many retail buying decisions are influenced by online reviews and local search results. Platforms such as Google, Yelp, TripAdvisor, and Reddit often appear before your own website in search results.
Make sure you:
- Claim and manage your listings
- Keep store details, hours and contact information accurate
- Respond to customer reviews consistently
Thank customers for positive reviews and address concerns professionally when feedback is critical. Thoughtful responses show accountability and reinforce trust. If a review is inaccurate, respond quickly with clear and factual information.
Online oversight should be part of store operations
Managing a retail business’s online presence may feel time-consuming, however, it should be treated as an extension of store operations and not an afterthought.
The most effective retailers:
- Assign clear ownership for online platforms
- Ensure messaging is consistent across all channels
- Review digital touchpoints regularly, just like merchandising or staffing
As you begin the New Year, taking time to review and refresh your retail online presence can directly support foot traffic, customer loyalty and sales performance. A strong digital presence does not replace the in-store experience, but it helps to bring customers through the door ready to engage.
