Futon Life Online : Magazine -
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Published on: 7/1/2006
Last Visited: 7/23/2006
Retailers must have a strong web presence or they will become extinct within the next five to ten years," warned Leslie Carothers, owner of The Kaleidoscope Partnership.
According to Carothers, it's easy to understand why smaller independent furniture stores may resist entering the World Wide Web.
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"Retailers have to realize that they have to allocate their advertising dollars to the Internet rather than to traditional advertising," Carothers said.She noted that with the advent of TiVo, consumers are no longer watching television advertisements.
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Through blogs, e-mail and even instant messenger, websites are opening up instantaneous dialogue between retailers and customers. ,It,s like a roundtable discussion with your best customers,, Carothers said.