I raise the issue because of a recent story I read in the Engage: Boomers newsletter from Media Post, which suggested that many boomer women find buying their clothes online—yes, their clothes—to be easier than buying those fashions in-store.
Implications: While this may not be what the story was trying to imply, here are a couple of the thoughts which I elected to infer…
- Before webmasters start celebrating about their retail prowess, it might be smart to accept that sometimes, online shopping is fueled not by a website that is intuitive, but by an in-store experience that is not.
- If part of your business is e-commerce, it might be a good idea to survey those customers, to see if they are using the site because it is awesome, or because their in-store experience was not.
- Many consumers continue to use their online tools to do research and make advance decisions… in other words, to abbreviate the face-time you get with them. Are you training your floor personnel to make the most of that shortened face-time they have with customers?
- Do you offer a browser-equipped computer somewhere in your store, so customers don’t have to leave to check a competitor’s offering? (If they're in your store, you have the advantage. Don’t make them leave your place of business to compare… because then you lost the advantage.)