23.12.2009Shopping online ≠ Shopping offline by Rob Smith
Reading time: 3 – 4 minutes
We hear it too often. There have been so many times that I’ve heard people comparing offline shopping to online shopping. Trying to recreate the offline experience in an online store.
Here are what I believe are the fundamental differences:
1) Online, you can be in 10 shops at once
The possibility of comparing lots of different website’s product at once is so easy, especially with tabbed browsers now the standard. If you’re offline, you can only see one product at once price in one store at once. This is a crucial difference. Do you know what your main competition is doing to stand out? Free delivery? Delivery options? Bundled deals? And so on. Make sure you have points of difference.
2) No parking, no journey, no walking
Simple, but there’s less logistics. You can do some shopping in literally a couple of minutes online. Visits can be short or very long on a website. Quite often in offline world, you don’t spend a very long time in one store, but move from shop to shop. Generally this is done simultaneously while online. Much less stress (in theory) than an offline shop. Also a better use of time as there’s no journey time involved like going to a town centre or an out of town centre. Make sure you take advantage of these things.
3) You have to arrange for delivery
Once ordered, you don’t have the product immediately, unlike a lot of offline transactions. Especially with slightly larger items, that means delivery to somewhere that can accept it, or wait for it to arrive one day. This can be a pain for the customer. Although a lot of stores have moved this forwards a lot recently and there’s also quite a lot of innovation in this area with lockable boxes for large parcels. How are you making delivery as easy as possible and doesn’t put people off?
4) There’s more support in store
In theory, there’s good customer service advisors in store to advise and guide the customer through the store to what they want. They can answer questions you may have, you can touch and feel the products, and they can tell you things you may not have know about the product before, or suggest things they could buy with it.
This is where offline can easy trump online. The sheer level of proactive customer support is the big boon offline.
I say this is ‘in theory’ because recently the customer service has been pretty shocking ion a lot of established UK retailers like Debenhams, Tesco and New Look. Many of them have shop assistants chatting to each other while serving you, and generally not supporting the customer. The one thing where they can stand out from offline they are turning the other way. Shocking.
So for your site – think about exactly how you can can give as much support as possible. Live chat? Possibly. Great support copy on delivery, returns, etc? Essential. Great product descriptions, images and bundling? Yes please.
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