Today I’m out shopping with my wife who is looking for a dress. The experience is what any man would find far from chilled. But let’s consider the buyers experience.
My wife wants to touch and try on the dresses, hardly something that can be done online, but then we discover that the dress is 15% cheaper online…. Hmm
So the retailer is faced with obvious competition. But of course there is nothing to compare between touching and trying on. So in this instance is the Internet a threat or convenience?
I am firmly of the opinion that there is a place for offline retailers and always will be. That 15% discount is a pull undoubtedly but when it comes to something that you want to touch and try on, ensuring the purchase is perfect is difficult to replace. But then nothing can replace the buyers experience when you are complimented by others around you. How could you possibly bring yourself to not make the purchase at that moment when everything is so right.