Should online sales be an independent unit in a click-&-mortar firm?
Ideally the question here is if their click & Mortar firm should have online sales as a new business unit. I would say, using the World Wide Web definitely makes sense today and it will put the company on a global footprint. However the things that we need to ensure would be the brand and its loyalty from the customers and vice a versa. Today, I cannot imagine a company without a website of its own, because that is how you immediately reach out to millions and across continents unlike the brick and mortar firm which is more likely to be visible to only the city or the town.
In addition, the online sales team plays a vital role in creating a product reach to even the remotest of the town irrespective of the age and education. Everyone likes to spend time on the Internet in search of products. If the company has invested in creating the brand, then customer trust comes naturally to increase sales. Online sales can be thought of as an independent unit, however the decision completely would depend on the efficiency the company is trying to drive and how big they want to become. The online sales can be invested and spun off to be a separate unit only if they have done well in creating value for the brand and invested money in marketing to create a well-known company and its product line. These are some basic things to be considered. Furthermore, instead of creating it as a separate unit why not outsource it? That will add value and will be a source of income for another company and not just a department, hence is liable to bring better results.
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