E-Commerce universe should not be seen as an alternative to the world of physical stores or as a process of white or black. Actually, it is rather a grayscale.
One of the common trends when analyzing how things change or how to burst the new things is to point out quickly that one thing kills another: when it reaches the new, experts predict are released when the old format will disappear and ask how market players believe this change and the disappearance of the item in question will be made.
A clear example (and whose evolution proves not to be so quick to make such predictions apocalypse) electronic book. As eBooks appeared and, above all, as readers began to read them masses, experts put the end date of the paper book and direct mail by the change. The funny thing is that years later you have not killed the other and among some groups somewhat unexpected readers (teenagers) the old format is actually being much more character than the new.
The eBook is a clear and visible example of this situation, but it is not alone. In the world of brand, strategy can be found countless examples of this position and this tendency to think that something new necessarily nullifies an ‘old’ thing. One such element is e-commerce. With the emergence of eCommerce, also they appeared predictions that stores always going to close its doors. Many did (though should be analyzed much more carefully the causal link between the online shop and the disappearance of physical stores: the economic crisis has had a lot of guilt, like – suggest some analysts – that the change in habits) but others remained, showing that the total apocalypse physical stores was not as imminent.
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Why buy a space and not another?
According to the observatory, consumers end up leaning toward internet buying when the price comes into play (72% of online shoppers put the price as a decisive factor) as the purchase process is simple (39%). It adds that the transaction is secure, the provision of internet, most forms of payment or greater knowledge of the company.
The multichannel consumer
In addition, if consumers are not staying with one or another and are living with the two purchasing methods, brands will have to change their focus and see things in a different way. Ecommerce universe should not be seen as an alternative to the world of physical stores or as a process of white or black. Actually, it is rather a grayscale.
The consumer of this is a multichannel consumer brands have to live up to your needs and expectations. Buyers want the brand to be the same in all scenarios and giving them the same answers and the same quality standards in all areas. For potential customers, there is no difference between buying online and offline purchase. Choose what they find most comfortable and convenient at all times and brands must learn to meet those expectations. They have to be able to keep up at the exact moment in which consumers interact with them and the format in which they do.
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Hence, it is increasingly important to have a good mobile strategy. A study just noted, in fact, that brands have to improve what they are doing in this area (70% of shoppers think they could do better). Consumers are starting to rely more and more on the m-commerce, but also that the Smartphone has become a partner always present in the purchasing process. Now always buy with mobile in hand and the information obtained by the full path that achieved in the physical store itself.
Consumers want, ultimately, jump through the different options offered by the brands, using that suit you at all times and doing well on an ongoing basis. What starts in the phone or in the store can end in any other scenario, where the sale is closed. The brand will have to get their act together to keep up and have to stop seeing the reality of shopping as a stage on which an option cancels the other and understand that actually coexist and complement each other.