Retailers today sell a myriad of wares both online and via mortar and brick storefronts.
Consumer resistance to online purchasing decreased as Internet financial security systems developed. Virtual stores, unlike their real world counterparts, can offer merchandise to prospective buyers around the clock. Cyber stores sometimes drop-ship items directly to a customer’s doorstep from supplier warehouses, thus avoiding the need to stock expensive inventories themselves or pay a small army of human retail employees.
Indeed, as the Internet expands into a mobile 24/7 phenomenon, some experts wonder: “Will the department store as we know it ever cease to exist as a physical enterprise?”
These concerns may overlook some of the very real benefits patrons obtain shopping in person. What are those considerations?
First, Internet outlets may provide a wider variety of selections, but these transactions often lack the “human touch” esteemed by many shoppers. Clicking a button to add an item to a virtual shopping cart lacks the personal touch of consulting about possible selections with real human beings. Many people value the opinions, friendliness and expertise of retail store clerks.
Has a computer ever advised selecting lawnmower brand “A” over brand “B” based on personal experience?
In this respect, it seems rather telling that even major retailers who seek to divert live customers into using more (for the retailer) economical “self-checkout” scanners at their stores have discovered that many patrons prefer waiting in line for an employee to check them out. People sometimes visit stores in part because they appreciate interacting with retailers in person.
Second, in many ways, physical stores form an integral part of daily life in some communities. Major retail chains still operate outlets in key metropolitan markets, and may even maintain satellite storefronts in malls in targeted suburban locations as well. Customers visiting these places can view a variety of items up close: before reaching a final decision, patrons can touch the fabric, sniff the perfume, and hold various items in their hands.
Perhaps in the future cyber retailers will manage to convey many of these sensations to prospective buyers, but so far the largely two dimensional forum of Internet sales cannot rival a real world experience in the opinion of many people.
Third, a physical storefront implies a certain degree of localized sales efforts. Regular customers usually reside within the vicinity. So department store managers can target some sales to specific demographic categories within the particular area.
In practical terms, this means that a print ad placed by a large retailer from a virtual store may carry less weight with local shoppers than one promoted by a retailer with ties to the area. Contests, community charity events and word of mouth from satisfied customers all carry great weight as sales tools: by maintaining their mortar and brick storefronts, many chains can take advantage of these merchandising forum while still developing additional customers in cyberspace.
Additionally, many patrons may prefer shopping locally because it may be easier to obtain ongoing service if a purchased item requires repair or the periodic replacement of parts. Storefronts may strike a shopper as more trustworthy and reliable in that sense.
So the solidity of a “real” store still holds some benefits in terms of the maintenance of customer relationships and service.
Department stores have existed for many years…they will surely continue far into the future as long as these types of enduring local business relationships remain important.
