Online retailer Niche Retail LLC, which operates 15 niche sites such as JoggingStroller.com and ChildCarriers.com, has become a provider of services to consumer goods manufacturers and retailers. The services include pay-per-click strategy and management, e-commerce site design, customer response management, order processing and management, and warehouse and inventory management.
“The job of Internet retailing is more complex than they’re prepared for in their wheelhouse, such as search engine optimization, expertise in credit card fraud prevention and other areas,” says Tyler Smith, president, Niche Retail. “It’s about focus. We do everything but the brand to allow the brand to focus on what’s important for themselves, which is building their brand.”
Sylvan Lake, MI-based Niche Retail, No. 401 in the Internet Retailer Top 500 Guide, provides services to 15 other companies, such as Bugaboo Strollers. Niche Retail, which has a staff of 65, will build an e-commerce site for a manufacturer at no cost but then take a percentage of sales, typically around 25%, for the e-commerce services it provides.
“From customer service, to warranty help, business-to-business, accounts receivable, we can serve as a backstage operator,” says Smith.