In person shopping VS online shopping
When it comes to visitor’s experience there are a lot more similarities between an online store and a physical store than you might think.
If you ever walk into large department stores, what a typical visitor doesn’t know is that the store’s operators probably spent large amounts of money (really large) in conducting researches on what products to sell, and where place them.
It’s not random that dairy products are placed in the back of the store, or that the flowers always located in the front, you can read more about the psychology of the supermarkets on my previous article.
In e-commerce stores the principle remains the same, While the digital world bring great reachability for businesses, a great user experience must achieve for an online store to be successful.
Unlike the supervised environment of a physical stores that will try to keep you inside the stores as long as possible to increase the chance of buying and the amount you spend in the store using psychological tricks, an online store (web or mobile) must try and “close the deal” as fast as possible due to the distractions the digital environment brings with it.
Social experience vs comfort
Shopping is more than just consumerism. It’s an opportunity for temporarily altering the way we perceive ourselves and changing our physical appearance for social meeting like spending the afternoon with friends or family,
In a 2013 study conducted by retail strategy firm WD Partners, nearly 80 percent of respondents said instant gratification was the key benefit to buying in person; 75 percent said the experience of human connection was the reason they bought in store.
Even though online shopping may be easier and faster than going to a store, many different factors are driving shoppers’ decisions to make “investment” and taking a trip to the store. The research found that 65 percent of consumers said they shop in-store to avoid delivery fees, while more than 60 percent said it allows them to have the item immediately. Additionally, 61 percent said they like trying on the item or seeing it in person before buying it.
When customers buy in person, they’re willing to give something up: Time, effort and money because they believe there is some unique “payoff.”
The missing link
In order to create a more unique experience, companies are trying to add the missing part of social interaction to the digital shopping process, they call it “Social e-commerce”. among other apps, “Shop your way” by sears is doing a great job in turning the old online shopping experience we all know to a more enjoyable social experience by allowing users to create their own personalized shopping list to share with their family and friends, and discovering new items by following other shoppers.
On my next post i'll write about the different types of shoppers, what they buy and what motivates them…
Resources helped me writing this article: