The Internet And The Store Must Merge
It is not a contest between Internet sales and the traditional store. Neither is going to eliminate the other. Granted, Internet sales have taken a significant share of revenue away from traditional stores but both will grow and survive.
There are advantages to both; the Internet can provide lower prices and more information, as well as pure convenience with shopping possible at home or from the office. It’s quick and easy and often includes free delivery.
On the other hand, stores offer the touch-and-feel experience with immediate gratification – you get to take it home immediately. You also have the benefit of personal support and trying items before you buy.
These are two different shopping experiences that can coexist. However, the next trend is the merger of the two with retail stores and service providers utilizing Internet technology to cater to their shoppers’ needs and support and to expand their options with customized Internet services such as the ability to pick up their items at the store, helping people shop or browse more effectively and intelligently.
For example, using computer imaging a customer can see him or herself with different haircuts or colors or different clothing ensembles, then purchase online and pick up at the store. When they arrive at the store other choices could be available to select from and expand the opportunity.
The options are endless for merging Internet capability with the store experience. Travel agents and real estate agents can have video tours and help clients preselect what is interesting to them before coming in for personal consultations or visiting specific locations.
The combination is the next wave with retail stores providing an Internet experience in and out of the store that enhances the shopping experience and amplifies the value. They must embrace one another and merge to create the best possible shopping experience for the customer.
