Did you know that 95% of retail in the U.S. last year was conducted in brick-and-mortar stores? The convenience of shopping online is a powerful factor, but for many of us, there’s just nothing like a real life shopping trip. Libra White outlines several reasons why she feels the same way for Business 2 Community. We’ve chosen a few points for the following excerpt but be sure to check out the rest of White’s reasons in the full article available here.
For every shopper that sings the merits of online shopping, there’s the customer that would rather spend money at local retail shops. But why? Don’t you like dragging items into a digital cart while wearing pajamas instead of, say, trying to wrangle a shopping cart through a brick-and-mortar store on a Saturday morning? I still love shopping in the store much better than online. Let me count the ways.
Shopping is a visceral experience.
To borrow a line from Apocalypse Now: “There’s nothing like the smell of leather in the morning.” Or Chanel perfume in the afternoon. Or that lamb wool sweater you’ve been trying to decide all evening whether to buy or not. Feeling, smelling, and experiencing goods is the name of the game.
Online shopping and social media are fun, but there’s nothing truly social about either one. Shopping is about spending quality time with friends or family and asking if a pair of jeans look good or not. It’s not about snapping a selfie in a dressing room hoping someone will respond before the line gets too long.
No product disappointment.
How many times have you ordered something online only to have it not fit, be the wrong color or look nothing like the picture on the computer screen?
One of the things fulfilled when you shop is instant gratification. There’s another economic term for this: transaction utility. You buy a product not because you need it, but because of the joy the purchase gives you. Clicking on a pair of online shoes just isn’t the same as carrying the shoes in a shopping bag.