Name: Patti Monroe-Mohrenweiser
Business: Beyond Letters
Web address: www.beyondletters.com
Products: “Calligraphic artwork, including
one-of-a-kind originals, limited productions and
reproductions.”
Years on web: “Almost three years: two years with a
very simple site I created myself and eight months with a newly designed
site with e-commerce.”
Percent of sales from web in 2003:
2%
Increase in web sales from previous year: “Last
year I sold almost nothing via the web, because my site didn’t offer
on-site e-commerce.”
Website designed by: “Chris Gaidica at
www.c2gmedia.com.”
Typical customer: “Someone looking for
inspirational art for the home or as gifts (especially weddings,
anniversaries and births).”
Biggest challenge: “Organizing my products so that
customers can easily find what they are looking for. We’re adding a search
feature that is really going to help.”
Worst mistake: “Attempting to design the site
myself. The exposure, professionalism and marketability of my site
increased a hundredfold after Chris Gaidica redesigned it.”
Web retailing tip: “Never underestimate the power
of good customer service. With last minute orders, I make sure I
communicate with customers so they can be assured they will get their
orders on time. I get a lot of repeat business, because my customers know
that their business matters to me.”
Outlook for online retailing: “At art shows, more
and more people ask if we have a website. It’s a great way for customers
to keep in touch and for small business people like me to find an audience
for an unusual product.”
Features that have helped the site succeed: “I
grouped many items into categories (love & marriage, home &
family, children, scripture) to help customers who are looking for a
specific gift. We also keep our current show and exhibit schedule on the
site.”
Comments: “We sell at art shows or by word of
mouth, so the website has been a great bridge between shows, allowing
customers to order items after the shows. And people find the website in
other ways too—we get orders from as far away as Italy!”
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