Customers rightly want everything. They want the advantages of online including a broad selection, rich product information, recommendations and customer reviews and ratings. They also want the benefits of physical stores, where shopping is an event and an experience with personal service and the ability to touch products.
A customer might research a product online, touch and feel it up close in store, get opinions from friends via social networks, check competitor pricing on their mobile, order it online and collect it in store. Plus of course an infinite number of other permutations. The challenge for physical stores is to change how they work. It’s all about responding to Amazon.
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