To all of the people that visit Antiques.com looking for the perfect gift, trying to spruce up their home with a beautiful antique, or simply out of curiosity, thank you for coming!

And for everyone, vendors and antique aficionados alike, we’ve recently added a few features to our home page that we think you’ll enjoy!

- First, check out the Deal Of The Day – Each day we’ll offer a new deal from a vendor that is eager to give you a beautiful antique for a steal!

- Next, feast your eyes on the Cool Antique Of The Week – Each week we’ll show you something interesting from the site that is available to be purchased and fawned over by it’s new owner!

- And finally, have some fun with What Is This Antique? – Each week we’ll choose a new and interesting, if not a bit obscure, antique to feature for this game.  Take a guess, or several guesses, at what you think it is, and then each Monday we’ll publish the list of guesses submitted by everyone, along with the actual name and description of the antique.

Antiques.com strives to offer a wide variety of beautiful and interesting antiques, collectibles, and fine art pieces.  We’re looking forward to another stellar year where we add to our already impressive list of vendors and push our inventory to over 100,000 items!  So Happy Birthday To Us!  We’re looking forward to another fantastic year!

While some of the state”s dealers think the problems are no worse than those faced by all retailers, many believe the problems run deeper. The Oklahoman sums up the situation aptly. “Something significant is happening to the industry. Several experts claim we have moved into a new era–one that now includes the purchasing of antiques online at Web sites such as eBay. They argue that fewer people have the need to walk into an antiques store when they can find what they want while sitting in their pajamas at a home computer.”

But perhaps for a handful of dealers, who’s surprised e-retailing, unprecedented in its ability to provide shoppers convenience and selection–has spelled the end of the antiques shop? E-retailing has that power. Remember when, not long ago, there was a mom-and-pop video store at every corner?

I think 2010 will be the year the antiques trade sees a sales turnaround for dealers who take advantage of the “dynamic duo,” e-retailing and antiques shows. Like Batman and Robin, these two sales channels, if properly paired, can be a team of superheroes.

So how should they be paired? Here are three suggestions:

Every dealer should promote her presence at antiques shows on her Website. She should write about the events she’s participating in, because useful and interesting content will entice customers to attend. Content like this also includes keywords that will help prospects find the dealer’s Website.

Every dealer should also consider an online advertising campaign to promote each appearance at a show. An online campaign will help in the same way that pre-show mailers boost visits to a booth.

Every dealer should use social media to connect with customers before, during and after shows. Sales can be increased by sending tweets on Twitter, posting on Facebook, adding show photos to Flickr and publishing blog posts.

As I walked the floor, two things became immediately apparent.  One is that there is clearly, despite the effects of the recession, still plenty of business to be had.  Investment and innovation in retailing has NOT dropped off, despite what the nay-sayers have been crying for a while now.

The second trend is the steadily increasing role technology is playing in connecting the independent retailer with their customer base.  The buzz-word at the show was m-commerce, for mobile commerce: marketing initiatives delivered via cell phone. We’re seeing the advent of downloadable coupons and special offers in text messages.

What does that mean for the antique dealer?

It presents a prime opportunity for some strategic thinking.  Customers are, right now, being trained by other retailers — and we’ll see this trend start first in the entertainment and grocery area, expanding from there into other industries — to expect to be marketed to in this fashion.

It’s time to think about how you’re going to meet that expectation.  I think one of the greatest opportunities for antique dealers here is coordinating efforts, either with a chamber of commerce or tourism board, to engage in mobile marketing to visitors to your community.  When they’re searching your locale online (and industry research tells us now that the average tourist spends AT LEAST four hours researching their vacation destinations online) there needs to be an opportunity for them to connect with you.  By offering them a way to text (or Tweet, as the case may be) “Antiques” to a specific number, you’re creating an opportunity to send them marketing messages — a short blurb about what your store specializes in, any promotions you might be running, the unique and amazing merchandise they’ll see if they come to you.

The same technique can be used and adapted by posting a sign outside of your store: “Text (number) to find out about our latest finds and special deals!” When they text, you send them a link to a page on your website, updated with your latest and greatest.  This is particularly appealing to those of you who are handling items customers ‘hunt’ for — you may find yourself with users who check the site weekly, if not daily.

Consider having mobile specific offers.  Bear in mind that the customers you’re reaching this way are likely to be slightly more wealthy and well-educated than the random customer; they’re not only technologically savvy but very engaged in the shopping process.

These are customers who are seeking EXPERIENCES as much as merchandise, so frame your marketing messages accordingly.  Identify what makes your store special and unique, and present that.  The customer who is receiving these type of messages may be reading six, seven, twelve texts relevant to your area: you want to stand out!

About the author: Rick Segel is the author of The Retail Business Kit for Dummies and a nationally recognized retail speaker.  You can find out more at www.ricksegel.com