A recent piece by Financial Times writer Barney Jopson provides an interesting look inside the minds of traditional brick-and-mortar retailers, and the difficult decisions they face with regard to consumer showrooming behavior. After reading it, I went online to see if I could find a reasonably priced tiny violin which I could play to accompany them in their moment of sour-grapes sorrow.
What we’re seeing now is a reversal of fortune. Just a few short years ago, brick-and-mortar retailers benefited from customers doing extensive online research before venturing out locally to purchase a product. Why did consumers do a 180 with their behavior? Most likely because of price and convenience. Yes, convenience.
It’s no secret that large online retailers can purchase in tremendous volumes and offer prices that are below many local boutique shops. On the other hand, boutiques can offer personalized one-to-one service that is very difficult to duplicate online. Zappos, for Continue reading »