
Beyond the Shopfront: Building a Multichannel Retail Strategy on a Budget
For Shop-First Retailers: Taking the Leap Online
Most of my clients start the other way round. They’ve built a trusted local presence, then realise they need to expand their reach or future-proof their business. Going online can feel overwhelming, but here’s where I always recommend beginning:
- Google Business Profile – Make sure you’re findable. It’s free, and it’s often how customers first check your hours or reviews.
- Social Media as Your Shop Window – Instagram and Facebook are brilliant for showing what’s new, building personality, and inviting people into your world.
- Email Marketing – Even a small list is powerful. Share updates, exclusive offers, or behind-the-scenes insights. It costs little but keeps you front of mind.
- Click & Collect – A simple way to bridge your shop and website. Customers order online but still come into your store, giving you the chance to upsell and strengthen relationships.
You don’t need a full e-commerce site on day one. Start where your customers already are, and grow from there.
For Online-First Retailers: Adding a Physical Presence
If, like me, you began online, opening a shop can feel like a big leap — but it’s a fantastic way to deepen customer relationships. When Mish opened its boutique, fittings became our key differentiator. They turned occasional online customers into loyal, long-term clients.
If you’re testing the waters, consider:
- Pop-ups or Market Stalls – Low-risk ways to meet customers in person.
- Appointments in Shared Spaces – Partner with a complementary retailer to trial in-person services.
- Showrooming – Even a small physical space can work if your main aim is experience and service, not just stockholding.
Keep It Sustainable
The danger with multichannel is spreading yourself too thin. You don’t need to be everywhere. At Mish, we discovered that Instagram, email, and our website drive most of our results. That’s where we focus.
For you, the winning mix might be shop + Facebook + Etsy, or boutique + website + monthly market stall. The trick is to measure what actually works — and put your energy there.
Key Takeaways
- Multichannel doesn’t mean “do it all” — it means do what works for your customers.
- Starting online taught me the importance of trust, communication, and presentation.
- For shop-first retailers, begin with free/low-cost tools like Google Business Profile, social media, and email.
- For online-first retailers, in-person touchpoints (pop-ups, boutiques, events) can supercharge loyalty.
- Track results, focus your time, and let the channels work together instead of competing.
Want More Support?
I’ve lived the multichannel journey from both sides — and I know how transformative it can be. If you’d like practical advice for building your own multichannel strategy (without wasting money on the wrong things), join The Retail Fixers newsletter.
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Let’s build a multichannel strategy that fits your business — and your budget.
Want More Support?
If you’re an independent retailer looking to grow your high street presence and feel like you’re doing it all alone, The Retail Fixers is here to help. Drop us an email to find out how we can help. We have a variety of options, from ad hoc coaching sessions to feasibility studies, to, online workshops to a 6-month growth programme bespoke to you and your business. Let’s grow the high street — one brilliant small business at a time!