Why do we shop?
We need things. We want things. Things necessary for our day to day lives, things to make our lives easier, things for work, things for fun, sometimes just things.
Traditional shopping is an experience. We look, we touch, we try on, we smell, we listen, we walk, we talk, we get coffee. Bricks and mortar shopping involves all of our sense; it can be a recreational activity and it can be a social one. Sometimes we have something in mind, sometimes a list, but sometimes we haven’t a clue and we still just want to look.
Online shopping is a very different experience. We look, we read, we compare, we buy. Very little tactile feedback is involved. It is not highly recreative, it is not social. It is a solitary excercise, carried out alone in our offices or our homes (and sometimes in our underwear).
Why do we shop online?
If it doesn’t fullfill us in the same was as traditional shopping does, then what do we get out of it that makes it one of the fastest growing markets in the world?
CONVENIENCE
Thats it… Convenience. We can shop when its too late to go out, when we don’t have time to drive all over town. We can shop in the comfort of our own homes. Through our computers and broadband connections a whole world of suppliers is just waiting to take our order on any obscure book, toy or item we desire.
Anyone not capitalizing on the key differences between traditional shopping and online shopping is missing the boat (and losing revenue).
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