Shopping online or store customers come to a physical retail environment expecting personal attention, train customer-facing staff to give them a hands-on experience. Despite the popularity of buying online, these highly emotional aspects of shopping maintain the appeal of buying in person.
A branded product that consumers have probably bought before, and can find from 50 other retailers, may be more cost efficient to sell online only, priced aggressively. Customers who visit an e-commerce website may be driven by a similar desire to find what they need as quickly as possible.
The Price of Convenience and Product Expectations Buying online has given customers control over what they pay, and from whom—but the product in question is an important factor in why they buy online or in person.
In a study conducted by retail strategy firm WD Partners, nearly 80 percent of respondents said instant gratification was the key benefit to buying in person; 75 percent said the experience of human connection was the reason they bought in store.
Customers buy online because they expect choice, transparency about inventory levels and the ability to research prices, customer reviews and promotional offers. In the first quarter ofmore than 75 percent of shoppers over age 15 bought something online.
By recognizing the unique value each channel inherently delivers, small-business owners can be strategic in what they sell, where, to whom and for what price. It may be the luxury of leaving a store with exactly what is needed in the moment.
The likelihood that an unfamiliar item will need to be returned if bought without seeing and feeling it in person outweighs the convenience of buying online. She brings more than 20 years of experience in the bankcard industry in direct sales, sales management, and marketing to the company and also serves on its Board of Directors.
Small-business owners can strategically price and promote products in each channel to leverage this reality. From Mall Madness to Sadness: Small-business owners who understand how channel processes in store and online impact customer expectation can optimize sales.Create and sell print on demand merchandise | SpreadshopStart Selling In 60s · Easy Shop Templates · Choose Your Commission.
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It's easier than ever to shop and save online. Check out these 50 best online shopping sites. Small-business owners who understand how channel processes (in store and online) impact customer expectation can optimize sales. For example: If customers come to a physical retail environment expecting personal attention, train customer-facing staff to give them a hands-on experience.
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