Why the Growth of Online Shopping Will not Lead to the Demise of Brick and Mortar Stores
“Among other offerings, consumers will need to patronize brick-and-mortar stores for the unique experience—an item that simply cannot be found online.”
The number of online shoppers has been steadily growing over the last two decades. In addition to saving time, online shopping is immensely convenient – all a customer has to do is logon to a retailer’s website, select the items he or she is interested in, make payment, and voila! The items will be delivered home without the shopper ever leaving the house, or even bed! Why then would someone go to a physical store to queue, beat the traffic back home, and waste valuable time when a better way to shop is readily available thanks to the internet and ecommerce apps? The death of in-store shopping is nigh, right? WRONG!
While it is true that ecommerce and online shopping has impacted physical shopping, with some brick and mortar entities being pushed out of business, it should be noted that online shopping will not really completely take over and bring about the demise of the ‘few’ remaining physical stores. Why is this so? You may ask.
Although at first instance one might find it hard to believe and internalize, customers find instant help, assistance, or personal attention to be very relevant and helpful when they need to make a decision about the purchase of a specific product. Personalized attention is a constant feature of a brick and mortar store. This kind of personalized and instant assistance is absent in online shopping, and in its place, we have reviews. Such reviews, however, are never personalized and they mostly fail to address the customer’s specific needs. Whichever way you look at it, this is a feature online stores cannot be able to replicate.
There is also the issue of the social aspect of physical shopping. Visit any mall in any of the World’s capitals on a Saturday...
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