I do not believe that it is technology per se, that will fuel retailers in their perpetual efforts; to capture the elusive consumer dollar. Instead, it is the method in which Merchants incorporate the new technology; to provide greater benefit to their shoppers. In the future, the most successful retailers will be those who focus on customer satisfaction, and consistently deliver the best shopping experience; in both their physical and online store.
People desire the basics, when embracing the shopping experience. Consumers are only interested in technology, to the extent that it makes shopping faster, easier, and more economical. To illustrate this point, a KPMG study showed that Consumers were very enthusiastic about using the Internet to “search for product information and compare and evaluate alternatives.” A familiar practice, traditionally known in the brick-and-mortar world; as Catalogue or Window Shopping.
When shopping online, motivated Consumers placed the most emphasis on receiving detailed and objective product information; to support their decision to buy. Furthermore, 79 percent of online shoppers surveyed, desired toll-free access; to connect with a knowledgeable sales person, or customer service representative. In both instances, Consumers are actively seeking a dependable means, of satisfying the lack of physical contact; with a retailer or online product.
Even when online Merchants make substantial efforts to satisfy the Consumer’s multi-sensory needs, many shoppers still prefer a brick-and-mortar store; to 1) pay for their merchandise, and 2) return unsatisfactory items. For now, Internet Security and Customer satisfaction, are two very real obstacles; facing many online Merchants. In most circumstances, these problem-types; still require a “walk-in” solution.
Join Weal_Media on Twitter
