For every shopper that sings the merits of online shopping, there’s the customer that would rather spend money at local retail shops. But why? asks the online shopper. Don’t you like dragging items into a digital cart while wearing pajamas instead of say, trying to wrangle with car parking and crowds?
To this the in-store shopper says: I still love shopping in the store much better than online. Let me count the ways.
1. Shopping is a Visceral Experience
To borrow a line from Apocalypse Now: “There’s nothing like the smell of leather in the morning.” Or Chanel perfume in the afternoon. Or that lamb wool sweater you’ve been trying to decide all evening whether to buy or not. Feeling, smelling, and experiencing goods is the name of the game.
2. The Social Experience
Online shopping and social media are fun, but there’s nothing truly social about either one. Shopping is about spending quality time with friends or family and asking if a pair of jeans look good or not. It’s not about snapping a selfie in a dressing room hoping someone will respond before the queue gets too long.
3. No Delivery Frustrations
You may think you’re saving a little cash online, but once you factor in standard, express or overnight shipping – or spend more than you planned to for “free shipping” – how good does the online deal end up being? And when you have to send it back for one reason or another, you end up out of pocket.
4. No Product Disappointment
How many times have you ordered something online only to have it not fit, be the wrong color or look nothing like the picture on the computer screen? I have bought things online, where I have misinterpreted the description and cursed when I have had to queue at the Post office to send it back.
5. Instant Gratification
One of the things fulfilled when you shop is instant gratification. There’s another economic term for this: transaction utility. You buy a product not because you need it, but because of the joy the purchase gives you. Clicking on a pair of online shoes just isn’t the same as carrying the shoes in a shopping bag.
Times may be changing, but local commerce isn’t going anywhere. Despite the never-ending wave of ecommerce buzz, online shopping only makes up 5 percent of retail, while bricks-and-mortar holds strong at 95 percent. Ask all those shoppers to count the ways in which they love their local retailers, and you’re going to end up with one long list.
Adapted from an original Article by Libra White – http://www.business2community.com/author/libra-white