Date: December 10, 2005 11:27:45 PM EST
To: today@nbc.com
Subject: For Katie and Matt: your conversation about preferring online shopping

Come on you guys, small and independently-owned shops and stores are dying out here and you are talking about your strong personal preferences for online shopping and you are subliminally encouraging people to stay out of stores with your comments. And yet, you did not offer a positive workaround for the online internet buying public to actually help support small businesses located within their local communities.

While listening to your dialogue my heart sank in that split second. I was dismayed realizing how easily you were able to dismiss us, small business owners across the country, who are the core and foundation of the American free-enterprise system. You did a tremendous disservice to every shop keeper in America struggling just to stay in business. You had a perfect opportunity to publicize and promote a method for millions of online shoppers to help support and benefit small merchants who also have their own websites. And yet you didn't even offer it.

I encourage online shopping. Sometimes, fifty to seventy-five percent of my revenue is generated via internet orders or from phone orders. As the owner of an independent bookstore in a small resort community it is a daily challenge to keep the doors open. Many people still want to enjoy the 'bookstore (or small retail shop) experience' of being able to walk amongst the shelves, being able to touch, open, read and feel the books, look at the stacks and array of titles, enjoy the music and embrace the unique ambiance of a real store. They make wonderful comments about the selection, of how much they love coming to the store, then ask for a piece of paper and pen because they want to write down the title and ISBN number so they can order the book online. Not good. And yet we persevere daily to accommodate these browsers to provide a unique shopping experience, and to hopefully convert these browsers into customers (there is a difference).

Some large internet commerce sites have affiliate and associates programs. In my case, that like-type site is Amazon. I've been an Amazon Marketplace seller for over five years (it's great to have access to their 40 million-plus customers) and have just recently joined their "Associates" program. What are Associates programs? Typically a website (in my case it is www.known.com) creates and offers an opportunity for visitors to a website (known.com) to also search and easily access an affiliated site (amazon.com) from within an originating site. When this visitor completes a purchase the referring site receives a commission for directing the customer and sale to them. What a great opportunity to generate revenue for small businesses with a web presence.

Tom Peters defines innovation as being prepared for the future. If small click-and-mortar businesses are to survive within local communities we have to consistently redefine, reinvent, and differentiate our businesses in ways which work distinctively for us. Regardless of whether or not it is a 'going-against or a going-with' methodology. The internet is undeniably part of that future.

This is how things work for Known Books. Every single day we have to pay attention to opportunity. And to come up with new and different ways to drive dollars to the store. Every day I talk with people about shopping online. I offer a small note with our web address and explain to them that I think online shopping is great, and I ask them to enter Amazon's website through known.com. When they buy, we receive a commission from Amazon. Typically they are receptive, supportive and appreciate knowing about this choice. It is a great way for all of us to win and benefit. Inform and educate. What a concept!

So, Katie and Matt, Ann and Al, when you plan to browse, shop and buy from Amazon.com (books, music, or other products from their site), please enter the Amazon web site via the Known Books website at www.known.com (please feel free to look around and browse a bit first!) and when you buy something Known Books will receive a commission, a referral fee if you will. You can help to support my business or other small businesses in the United States by entering via Known Books or another associate site. Don't discourage people from shopping online, instead, encourage them to enter these big sites through a web site portal of a local business or favorite web site if they offer this choice.

And yes, I watch and listen to you every morning. I process my online orders and upload inventory data while hearing the breaking news, the top stories, and the weather. Keep up the good job. Inform and educate! Stop by the Known Books website and say "hey" sometime (then of course, link to and buy something from Amazon!).

Best regards,

Cheryl C. Cigan