E-Commerce Impacts - Online vs. Bricks and Mortar

Over the last few years, the impact e-commerce has had on the retail world has been a constant topic of discussion. The competition caused by the growth of online shopping has led to the development of a number of different strategies for bricks and mortar only locations, as well as those offering both the online and bricks and mortar experience.

Check out this great article from the Globe and Mail, “Retail reboot: How e-commerce is forcing an industry transformation”: http://www.theglobeandmail.com/report-on-business/retail-reboot-how-e-commerce-is-forcing-an-industry-transformation/article21602870/?page=all.

So what are these impacts? The article starts by discussing a recent big box store’s decision to change up the footprint of a new store - making it far smaller but with a bigger storeroom to accommodate online orders. This represents a strategic shift in dealing with e-commerce impacts.

However, is it just an online vs. bricks and mortar game? No. Just last year several big name previously online-only retailers turned the tables by setting up physical locations. Others are encouraging those who shop online to pick up in store. These changes speak to the importance still held by the customer experience and the desire for options on behalf of the customer.

So what do these impacts mean? Overall the changes reflect the need to meet constantly evolving consumer demands - now a harder task than ever. The challenges of keeping up appearances, keeping customers happy, and keeping customers loyal, have become much harder than they used to be.

Concerned about how to implement these changes or others without impacting your customer experience? The online and bricks and mortar game is complex and requires a certain finesse, but there are ways to combat those challenges and come out on top.

Storesupport has a suite of services to meet your needs, from people support to merchandising - call us today to find out more: 1 877 421 5081. 

Brand Loyalty Blog Series: Does Location Really Matter?

Online vs. bricks and mortar; a common oppositional statement made in the retail industry today. The rise of online shopping has led to a great number of changes within the retail sphere, especially when it comes to bricks and mortar locations.

This 3^rd blog in our brand loyalty blog series looks at location, specifically online vs. bricks and mortar. When it comes to a shopper’s loyalty, does location really matter?

The path to a purchase is a complex one, and now, more than ever, the lines between online and bricks and mortar are blurred. However, when it comes to loyal customers, there are a number of reasons why bricks and mortar locations still maintain a strong and steadfast hold on the majority of sales.

1.     In-person help and the in-store experience. A recent study done by eMarketer found that among digital shoppers worldwide, 72% of shoppers still feel the traditional bricks and mortar experience is preferable, and immediate assistance plays a major role in this.

2.      While the convenience of online shopping seems to be a major threat, the seeing and touching (or what retail experts are calling “trial and testing”) is actually what drives purchasing behaviour the most. Research might be done online, but the majority of the purchases are done in-store where the consumer can actually get a feel for what they are buying.

3.     Immediate possession vs. waiting for delivery. Even if consumers pay extra for expedited shipping, the lure of immediate possession of an item is still incredibly attractive.

As mentioned, high levels of service and the easy availability of items makes bricks and mortar locations more attractive to many. Because of this, retailers and brands alike need to ensure that things are always running smoothly in-store. Keeping shelves stocked, all the time, and having knowledgeable employees willing to offer information and assistance is crucial. Manageable line-ups that don’t mean a ten-minute wait at the cash are also a big factor.

However, ignoring online all together may not serve you well either. That doesn’t mean that you need to be providing online shopping capabilities, it just means that you should at least have some kind of online presence to help increase and maintain brand loyalty no matter where you are located.

Keeping customers brand loyal when it comes to location takes work - but part of the work is already done for you just by having a physical location customers can go to.

For more about keeping loyalty high in-store, please call Storesupport Canada today at 1-877-421-5081.