Clearly many consumers enjoy the convenience and practicality of online shopping. Compact internet-connecting gadgets mean they can shop wherever and whenever they choose, an experience often enabled through the effective supply chain design employed by today’s online enterprises, allowing products which not locally accessible to be purchased and delivered to end users hassle free.
More and more web-based enterprises are however busting out of the digital realm and setting up shop in the “real world.” Motivated by the desire to present a thoroughly dynamic way of doing business, the move to bricks and mortar helps provide better convenience to target markets, and increases sales.
Making business better
So, how does this move accomplish the objective of making business better? Consumers will have different preferences and it always works to a business’s advantage to be able to provide various options to choose from; essentially customer service at its finest. It’s not enough to present an impressive selection of merchandise however; what’s more important is to create the best purchase experience, ensuring the channels available suit all buyers and their preferences.
Furthermore, the ever-evolving shopping habits being catered for will allow the business to move and improve with the times and maintain its loyal customers.
Both virtual and brick-and-mortar shops have their own advantages and disadvantages; by having both, the shortcomings of one can be neutralised by the advantage of the other, which simply means that retail businesses can secure maximum benefits.
This crossover means businesses still maintain the effective supply chain design intended for online operations, and further improve it by adding the accessibility advantages of a brick-and-mortar store. The option to ship parcels to customers directly remains and their service scope enriched through providing online customers the option of in-store collection, which may be cheaper or of no additional cost.
Likewise, with the pick-up option, up-sell opportunities are created. Often times, products seen online do not look as good as the real-life versions, so giving customers the opportunity to see and touch other wares can motivate a new purchase.
Extensive planning, effort and cost can be involved in this brand of business expansion, however the increase in pure play retailers looking to cross over would suggest, the increased benefits are worth the trouble.
