Just read an interesting article about retailers charging consumer fees for trying on or getting advice on their wares. Although this ridiculous fee is generally refundable if you go ahead and purchase from the store – who on earth wants to be subjected to that?
This is apparently a mechanism to compete against online shopping channels. Well really? Are we on the same planet? I am a consumer, I want to shop around and I am price conscious and the first thing you tell me is that I need to pay for your advice or to try a product? Sorry, not going to work for me, or many others.
Isn't the primary purpose of old fashioned 'bricks and mortar' retailing to invite customers in, let them touch and feel your wares, give them advice and quality customer service? Why then, are you running against this and putting your potential customers off side from the moment they enter your store? It doesn't make sense. Are you just getting mad about losing profits to online retailers?
Here's some advice. Get with the times. People buy online. They like it, it's easier, they still get great customer service, they generally get a better price – and most of all they won't get charged a fee for traipsing around an online store, checking out products, gathering information and then deciding not to buy on that day.
As retailers we are there to serve the customer; customer service is the key priority in creating growth and long term sustainability. I don't care how fancy you think you are, the customer should be at the top of your business hierarchy, you are there to serve them, they pay you.
So, what's actually happening out there in retail world?
Interesting statistics for online shopping from News.com / Daily Telegraph:
Fewer goods and services online: 6.9%
About the same amount of goods and services online: 22.5%
I don’t buy goods and services online: 6.7%
What is the most appealing aspect of shopping online?It's cheaper: 49.1%
It's quicker: 8.6%
I can shop when I want: 24.9%
Better variety: 11%
Shopping online does not appeal to me: 6.4%
Have you ever tried a product in a retail store only to then buy it online for less?Yes: 61.7%
No: 38.3%
If you answered yes to the previous question, how often have you done it?Once 10.7%
Twice 16.2%
Three times 16.8%
Four times 9.5%
5-10 times 29.2%
11-20 times 6.4%
More than 20 times 11.3%
Essentially, more and more people are shopping online because it's cheaper and more convenient; online the consumer is in control or the entire shopping experience and they like it. Personally, I frequently use retail stores to gather information and then I purchase online. Here in NZ I can walk into a major department store like Farmer's, click on a bar code of any product and use my smart phone app 'Shop Savvy' (http//:shopsavvy.mobi) to compare prices around the world in an instant. Then I go home, do my research on the product and then from the comfort of my lounge room, I buy what I want, in my own time, online. No pushy sales assistants trying hard to meet their quota or trying to up sell at every opportunity – this is my decision, I shop for me.
Old fashioned 'bricks and mortar' retailers, need to take note: put someone younger, or at the very least tech savy in a position where they can give you advice and stop sticking your head in the sand. Online retail is only going to get bigger from here.
Come and shop online at www.maisonluxuryhome.co.nz, browse around, take your time to check everything out – I promise we don't charge ludicrous fees for being available 24/7, and you don't even have to say thank you on your way out. At Maison Luxury Home and Lifestyle, shopping is all about You!
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www.maisonluxuryhome.co.nz
www.maisonluxuryhome.co.nz
0800 001 479
PO Box 27095,
Christchurch NZ 8640
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