NewsLocal News


Borsheims adjusts business plan as online retail takes over brick-and-mortar sales for first time

Posted at 7:06 PM, Apr 04, 2019
and last updated 2019-04-04 20:10:45-04

OMAHA, Neb. (KMTV) — Online shopping has hit a new milestone.

The U.S. Department of Commerce reports that sales with online retailers were higher than brick-and-mortar stores in February. Omaha's Borsheims has adjusted its business plan and found that more customers are strictly shopping online.

Numbers from the Department of Commerce looked at all retail sales that includes food, gas and more. It found non-store retail sales reached 11.813 percent compared to 11.807 percent of general merchandise.

Stores like Borsheims are focusing more on e-commerce.

"We're changing the way that we distribute different customer questions to sales associates so they can work closer with an expert," e-commerce sales coordinator Liz Stevens said.

Stevens job is a position that was created after the company honed in on what she calls the omni-channel sales culture.

"I get to work more closely with sales associates and I take customer inquiries and take them to sales experts," Stevens said. "It's a new process and I'm excited to see how we grow from there."

Borsheims has expanded its e-commerce team that works with sales staff. Employees that maintain jewelry in Borsheims' lone brick-and-mortar store are incorporating online chat-rooms into their workflow all while manning the counters.

"It's a high priority," Stevens said. "If you place an order online, you trust that your online retailer is going to fulfill your order and do a good job and get it to you in a timely fashion."

Borsheims will continue to enhance its e-commerce as it heads into its 150th anniversary next year.