As the amount of online traffic and purchases increase, marketers feel more pressure to provide a shopping experience that is consistent with that of brick and mortar stores. Companies also want to achieve similar sales and integrate personal selling methods into their online storefronts. Using well planned IMC can deliver the same message through all marketing channels, but each channel has its own distinct advantages and disadvantages for the customer. Companies may also receive different benefits from each marketing channel.
Katie Lombardi mentions one such situation in her post. The ability to upsell does not translate well to online sales. Many search methods are centered on finding the desired product at the best price, regardless of the website. Online shoppers who are first time purchasers or gift buyers may not know about upgrades or accessories. Customers that have some familiarity with the products may still fail to see the advantages of product upgrades. Personal selling still holds an edge over online retail in this situation.
Online sales will always fall short when trying to draw business from social shoppers. Some people simply enjoy the shopping experience and the company of others. The ability to talk to a sales person and ask for opinions is hard to replicate online.
Online sales also fall short versus brick and mortar when learning styles are taken into account. A customer that has a tactile learning style will not purchase various items without being able to touch them. They need to feel how they work or investigate the construction of the product. Marketers should provide the most consistent shopping experience possible, while realizing some customers will provide better sales in different channels.
I strongly agree with you in the post. Although on-line stores have made great strides in their presentation, they will never be able to fully offer what can be done with an in-person exchange. They are also lacking in the ability to up sell as well as a brick and mortar establishment can. Improvements have been made to offer other items a shopper may like when selecting a purchase, but it unfortunately cannot compete with a live interaction.
ReplyDeleteI have worked in retail for many years, and know first hand the importance of the "experience" when shopping. The company I work for has made it a key component of every customer interaction, and I have seen the success of truly taking time with a customer and the financial benefits of it as well.