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Chapter 2: Does your audience prefer to shop online or in-person?

What sales channel to focus on in 2020? Do people prefer shop in store or online? What is the difference between online and in store purchases?
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Chapter 2: Does your audience prefer to shop online or in-person?

Now we saw in the first part of this series what is phygital marketing, one question is popping up: do people prefer shopping online or in-person ?
Of course, when a company enters a new market they must conduct a complete analysis of such market to figure out how they can generate viable revenue: should I open a brick and mortar store or focus on an online advertising campaign for an ecommerce ?
Customers seem to prefer online purchase as its revenue rose up about 16% between 2016-17. The growth of ecommerce also reflected in brick and mortar stores that during the same span it rose of about 2%.
But as we saw in the first chapter of this series of articles, people still love to go do their shopping in-store. That’s where the customer experience created is the strongest, by touching the product, the environment of the shop, the social interaction with a professional or specialist that can drive the customer’s decision to the correct product.

Do your audience prefer shopping online or instore ?

Unfortunately, there is no short answer to this one. I’ll explain myself.
Both of them offer a different general experience and the pros and cons of each depends on a lot of factors such as the type of product to purchase – the type of discounts available – the type of buyer targeted – the products your company offers …etc).
Shopping online brings great flexibility to the customers on a lot of points such as product replacement but also the possibility of receiving personalized discounts thanks to the marketing data the company collected. It comes without mentioning that you can order big quantities or big products without having to care about the transport from the store to your house.
On the other hand, instore shopping allows you to interact with the product while being able to ask for advices and more information in real time to the sales assistant. You make sure to find the right product according to your needs and are sure to have it home day one. No extra fee or delivery time as you will be the one doing the transportation while having an easy reimbursement instore in case you change your mind.
A picture works better than words so let me give you an example: let’s say you want to buy a new fridge because yours is broken. You go to a brick and mortar store to ask for advices to a professional that can guide you in your choice, showing you the different products, discounts, offers and up-sales corresponding to your needs. Most of the specialized shops also offer an extra service of delivery to your place afterwards.
But if you are trying to make your weekly shopping you have to take two hours or more of your time to go the mall, go through the sections, wait for the checkout, put the groceries in your car and drive back home. Or do it online, make it in half an hour and receive it at home the very same day.
What those examples show is that you must follow a logic when picking your sales model. Nowadays people are looking for experience more than anything. They are looking for an entire ecosystem or environment that can guide them during their purchase while you will be able to impact their decision.
It’s a picky and not obvious choice to make. And what if I told you that by implementing a specific marketing tool, made to transcend marketing strategies as a whole, you will be able to focus on both generating a complete user experience and influence your prospects decision making? What if I told you that this specific innovation can help you generate new points of purchase for your ecommerce just by handling a printed catalogue or flyer to your audience?
It’s a picky and not obvious choice to make. And what if I told you that by implementing a specific marketing tool, made to transcend marketing strategies as a whole, you will be able to focus on both generating a complete user experience and influence your prospects decision making? What if I told you that this specific innovation can help you generate new points of purchase for your ecommerce just by handling a printed catalogue or flyer to your audience?

OnSights, the phygital innovation with the most complete user experience

According to the size of the potential audience:
By connecting your online sales channel or online video content to a printed communication you will generate a complete strategy of emotional marketing through an unique user experience.
But we will talk about that specific point on the next piece of this series. If you are ready to reinvent your marketing strategies and impact your customers decision, get to know more about the most innovative marketing trend of 2020 here!

Start planning your phygital marketing campaign

Enter the marketing tool that will transcend your marketing campaigns and increase your revenue exponentially

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