Question

How does the consumption situation differ between eBay consumers and consumers at brick-and-mortar retailers?

Answer 1

The preferred brick and mortar stores are large stores offering bundled offers, discounts like Wal-Mart, Target, food retailers such as grocery stores and wholesale foods, followed by drug stores like CVS, Consumer electronics stores like best buy, Department stores like Macy’s etc. The consumers who shop in a store like to touch, feel, sense the product. They would like to avoid the waiting period and are also interested in the discount offers. Especially in food purchase, consumers like to check the quality before making a purchase.

Shopping online for a food item is a challenge because quality cannot be verified and also the person has to be home to take deliveries. Similarly for clothing in-store fitting and trying is critical to making a purchase. Online shipping takes away from the experience of buying and exchange is a big problem. Brick and mortar lose out due to long wait time outside the trial room and the time taken to travel to and fro to reach the store and the hassle and time required. In the clothing segment, 60% of consumers still prefer in-store shopping. The key dislikes are lack of color, sizes and limited range of variety.

The increased access to the internet and smartphones has increased online shoppers who use it basically because of convenience, wide range of options, door delivery, return policy and ability to see the product reviews. The parameter dislikes about online shopping is the inability to check out the product before buying it.

The in-store experience can be maximized by improving the range of products, enhanced customer service and easy check in and checkout time. Most in-store customers prefer a personalized in-store experience. They need to establish a bond to make a purchase.

Today’s consumers need a blend of technology and service. The business can think of adding services like booking trial rooms online to ensure ease of shopping and enhancing the customer experience.

To sum it up the newer generation is more comfortable with technology and online shopping which gives them many options and helps them make a calculated purchase. In shop experience is for people who have time on hand and are able to take out time to visit feel and check out the product before making a purchase. They are also looking to build a relationship with a brand.