What’s in a word?

Retailers can’t afford to ignore the Web as a key marketing vehicle. Whether posting a simple infor­mation page, or creating a full blown e-commerce site, today’s retailers are discov­ering their Web sites — and the roads that lead to it — are an integral part of their marketing budget.

“If you build it they will come but only if they can find it,” says Marty McGinnis, retail technology expert and President of McGinnis & Company. “There needs to be as much thought put into the search process as in the content of your site. Ask yourself, how often do you do a search and look at the hits on the second page?”