Stores Still Matter In The World Of E-Commerce
- by Michael Hylton
You may think that more and more consumers are moving their
purchasing to the Web or mobile device. However, according The NPD
Group, Inc., a leading market research company, 15-20 percent of
consumers in 2011 checked out products in stores before buying online,
or called “showrooming”, for product categories like stand mixers,
electric knives, sewing machines, and some floor cleaners. Other
categories like power tools, hairsetters, and robotic vacuums are now
beginning to show signs of the “showrooming” trend as well.
It is
doubly important to present a consistent, personalized, and relevant
shopping experience for your customers, no matter whether they interact
with you in-person in your store, with your sales agents or call center
agents, over the Web, or using a mobile device. Your goal is to make
that experience across touchpoints as seamless as possible.
