Retailers are bound to do better online

busy shoppers

Retailers are predicting a bleak year ahead, with many already reporting a bad Christmas this year. Meanwhile, online stores have been breaking all records. On Boxing Day there were almost 100m visits to online shops with shoppers spending a total of 13 million hours browsing; this is a 20% increase on last year. There is little doubt now that the online shopping world is a significant threat to the offline retailer. If you have a “real world” store you can almost certainly offset your losses by opening up online.

But why is online shopping so popular? Well, there are the obvious reasons – convenience, deals, ability to compare more easily and so on. Yet there is a hidden reason as to why “real world” shops do badly compared with their online equivalents. This is revealed in new research conducted at the Queensland University of Technology which shows that “accidental touching” leads to less time spent in real shops. It transpires that when we are in a real shop and we bump into someone, or they accidentally touch us when we are picking up items in the store, we effectively make our excuses and leave. This study is the first one to explore the notion that being touched by strangers affects our shopping behaviour and it reveals that we do not like it. When we get touched accidentally we reduce our shopping activity. Busy stores may look good for a High Street retailer, but they make people spend less.

Online, of course, you do not have this impact. People can shop conveniently, often more cheaply AND they do not get bumped into by anyone else. The result is they spend more time in online shops and spend more money. If you are a retailer and you haven’t yet opened up online, this study shows you are really missing out. Indeed, whatever business you are in, the online shopping experience appears to have several advantages compared with traditional methods. If you are not selling online, you are reducing your sales income.

Retailers are bound to do better online 1

Like this article?

Share on twitter
Share on Twitter
Share on linkedin
Share on Linkdin
Share on facebook
Share on Facebook
Share on email
Share via email

Other posts that might be of interest

man searching
Internet Marketing Articles

Can you find what you are looking for?

If you want to increase your sales, your business needs to make it easy to find everything. That means reviewing how your web search works. It suggests you might need to reconsider the navigation structure of your website. It might even mean you need to distribute your content away from your site and have it on a variety of different platforms.

Read More »
Empty football stadium with no supporters
Internet Psychology

How well supported are you at work?

Yesterday I was transported back in time. I haven’t discovered time travel. Instead, my mind quickly flipped back to a meeting about three years ago that involved the same group of people. I noticed how

Read More »
Man using digital technology
Internet Psychology

Are you obsessed with digital?

Being obsessed with digital could take you away from old-school technologies that do the job better. Yet, avoiding technological change can cost your business dearly. How can you get the balance right?

Read More »