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Chapter 23. Integrating eBay Auctions in... > Cross-Promoting Both Channels

Cross-Promoting Both Channels

If you sell at both traditional retail and online, is there a way to promote both your channels and attain some sort of marketing synergy? The answer is both yes and no, depending on exactly how you want to run your business.

Some merchants prefer to keep their online and brick-and-mortar identities separate. This is a good strategy if your pricing varies significantly between the two channels, or if you sell different types of items online than you do at retail. For example, if you use eBay to move distressed merchandise at bargain prices, but your retail store moves first-line merchandise at full list price, then you may want to separate the two businesses as much as possible—even to the extent of using different names for each business. If your retail customers found out about your discount activities online, the reputation of your retail store may be tarnished. Keeping the two businesses separate enables you to sell in ways you couldn't as a single entity.


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