Eight things to consider when reviewing how people shop online and in store

In the past week I have spoken to two clients about the way the digital shopping experience is more similar to traditional instore retailing than may be apparent at first consideration. This is because a digital shopping experience and an in-store shopping experience are two distinct approaches to acquiring goods and they share several fundamental similarities. Both offer consumers unique benefits and serve different purposes. To explore their commonalities, I have considered various aspects of the shopping process that I hope you will find interesting and useful.
1. Product Selection: Both digital and in-store shopping experiences enable consumers to browse and select products. In physical stores, customers can touch, feel, and try on items, allowing for a sensory and tactile experience. In the digital realm, product selection occurs through virtual catalogues or online marketplaces, providing a wide array of options and allowing for quick and easy filtering and search capabilities. So, selection is more thorough in store but more convenient online.
2. Customer Interaction: Customer interaction plays a crucial role in both digital and in-store shopping. In physical stores, customers can engage with knowledgeable staff, seek recommendations, and receive immediate assistance. Similarly, many digital platforms offer customer support through chatbots, email, or phone, ensuring that shoppers can get their questions answered and issues resolved in a timely manner. The goal in both cases is the same: to enhance the shopping experience and provide assistance when needed. In my view, instore interaction is likely to be the preferable.
3. Payment and Checkout: Both shopping experiences involve a payment and checkout process. In physical stores, customers bring their chosen items to a cashier, use cash or card for payment, and leave with their purchases. Online shopping offers various payment methods, including credit/debit cards, digital wallets, and other online payment systems. In both cases, customers expect a secure and straightforward payment process, with online being marginally more convenient in most cases.
4. Convenience: Both digital and in-store shopping strive to offer convenience to consumers. Digital shopping allows for 24/7 accessibility, eliminating the constraints of store operating hours. Customers can shop from the comfort of their homes or while on the go, which is particularly valuable for busy individuals. In-store shopping, on the other hand, provides the convenience of immediate product availability, the ability to try on or inspect items physically, and the avoidance of shipping times and fees. Inevitably, online scores well here.
5. Product Information: Access to product information is integral to the shopping process, and both digital and in-store experiences aim to provide it. In physical stores, product details are typically displayed on tags, labels, or packaging, and store staff can provide additional information. In the digital world, product descriptions, specifications, reviews, and ratings are readily available. Consumers can make informed decisions based on comprehensive information, ensuring they select products that align with their needs and preferences. I believe that most customers do their research online, regardless of how the final purchase is made.
6. Price Comparison: Price comparison is a common practice in both digital and in-store shopping. Shoppers often seek the best deals and value for their money. In physical stores, they may visit multiple retailers to compare prices, while digital shoppers can easily compare prices across various online stores with just a few clicks. Again, this is one where on-line is most convenient and price shopping is one key strength of digital shopping. Assessing value for money is less straightforward!
7. Returns and Exchanges: The need for returns and exchanges is another similarity between the two shopping experiences. In both cases, consumers may encounter issues with their purchases, such as wrong sizes, defective products, or changed preferences. Both digital and in-store shopping options offer return and exchange policies to ensure customer satisfaction, often with the convenience of in-store returns for online purchases and vice versa. Initially, this was a definite issue with on-line shopping but things have improved.
8. Social Interaction: Shopping is not solely about acquiring products; it can also be a social activity. In physical stores, friends and family can shop together, seeking opinions and enjoying each other’s company. Similarly, digital shopping has integrated social features, such as discussing product recommendations on social media, and live events but this is one that in-store wins out on in my opinion.
In conclusion, digital and in-store shopping experiences share several fundamental similarities and both have advantages and disadvantages. I work with my clients to consider how they can enhance the customer journey in either model using the areas of focus I have outlined above.
I hope that you find this a useful list of focus areas for you to consider in your business If you would like to discuss how you can improve your business please contact me on 07511 969690 or e-mail me at rogerpemberton@actioncoach.com