With online marketing a buzz word today, you’ve got to wonder how many people still actually are buying in the shops. Me, I won’t ever become a converted Internet shopper. Don’t get me wrong. I love researching on the Net. There’s no better way than this. You literally can have a product catalogue at your fingertips or if you prefer the human voice, you can get the dirt on any product by asking around in the right chat rooms and forums. Just spend a half hour is Ask.com, and you’ll probably find yourself an expert who’s tried and tested the product you want to buy, and who’s not only enthused enough to give you the run-down on the product, but who’s also ready to answer any questions you may have, or failing this, will probably be able to point you in the right direction.
And marketers are big into comparison shopping as they are literally making your shopping experience a user-friendly one. Why read a stack of product brochures and try to decode what’s important and what isn’t, when you can find a comparative chart online that will help you to zoom in to the finer detail faster.
But when it comes to buying, the Net becomes a little less user-friendly. There’s something about having a face-to-a-name that reassures us as buyers. The sales clerk may not be there the next time you shop, but the shop still is. And this helps build trust. The physical presence of a store will lull even the most hesitant shopper into a (false) sense of security. I am always more willing to part with my spending dollars, if I know that tomorrow I can always change my mind and bring back the product, and ask for a refund.
So where does this leave the shopper. To sum up, research online, shop in person, and hopefully, you’ll find just what you’re looking for. This approach is especially valid for speciality products and services. The more you’ve done a bit of your homework ahead of time, better the chances of tapping into their expertise. Shop clerks, from my expertise, take a shine to clients that have already figured out a thing or two. Who wants the client that walks in the door saying, “What can you tell me about..?” Product knowledge is so exhaustive that really, in all fairness, the shop clerk should be allowed to say: “Here’s the user’s manual, and here’s a pen and paper for you to take notes?”
Some companies not only provide you with comprehensive listings that make your search a lot easier, but they match this with an invitation to give them a call to find out more. You might think this is the norm, but it really isn’t. You have a lot of companies that give you their company’s history and vision and contact details online, but then ask you to trek across town, or across country to get a look at their full product range. And then you have companies that provide listings but have become faceless. The only way that you can contact them is by filling in an online form and taking an online ticket number.
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