Small businesses count on Cyber Monday

INDIANAPOLIS (WISH) - Cyber Monday is no longer a drop in the bucket,? it's very big business.?

According to the National Retail Federation, Cyber Monday sales are expected to hit $1.5 billion this year.? Small local businesses count on cyber sales to help boost the bottom line,? but they have to go after your business in a different way.?

Reno Menapace helps run Zeko shoes, a three-year-old business. It's headquartered in a northwest side Indianapolis warehouse.? It's the place orders are filled, the place where the company finds ways to convince you that Zeko is worth a few minutes of your online shopping time.?

"You've got to be unique. You cannot compete with the big dogs head to head. So, we have to provide something different," says Menapace.?

That something is a special shoe. It can be worn in the water, drying out quickly enough to keep wearing once you hit dry land.? It's a specialty shoe targeted at a specific market.? And the internet is an important part of their marketing, says Menapace.?

"Our internet market has grown.? It's 30 percent of our business now.? Which we, going into it, expected to be around ten.? We're triple where we thought we would be," he says.?

And Cyber Monday brings another opportunity to capture customers who might not normally see the company website.? According to the National Retail Federation 85 percent of online retailers offer cyber Monday deals, with half , including Zeko offering free shipping.

"I've got a bunch of orders going out today as a result of that.? And the free shipping we have on our website, that has helped," says Zeko IT specialist Bill Goldsmith.? Goldsmith says for small businesses competing for a few minutes of your online time, simplicity is crucial.?

"You've got to make it easy for people to navigate the site, that's the main thing: Be able to find what they want, be able to easily checkout as soon as they want to," he says.

Zeko has an extra hurdle to overcome on Cyber Monday.?

The company sells its shoes not just online, but to retailers as well.? So, it has to be careful not to undercut the price you'd find in the store. While Cyber Monday is important,? Zeko says it is ultimately just one day in a year of luring customers to give their shoes a try.? But, it's a day where millions of eyes are on the internet and even if they don't get your business today, you might remember them later in the year, and come back and make a purchase. ?

Source: http://www.wishtv.com/dpp/news/local/marion_county/small-businesses-count-on-cyber-monday

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