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In-store and on-line shopping: the symbiotic relationship
Roger Willcocks will be speaking at Top Drawer Spring, London 14th – 16th January 2007, discussing the key to successful internet retailing.
In today’s time-poor society, the internet is becoming an increasingly important resource in all areas of our lives, and this is best illustrated in how we shop. Internet sales over Christmas 2006 are proving the boom with an estimated 4.5% of all seasonal spending done through the internet yet online shopping comprises only 4% of the total consumer market spend, reinforcing the high street as the main source for consumers still. However as UK on-line sales are set to jump from £30 to £42 billion in 2007, the growth of the internet and the relationship between on-line and in-store shopping is one that should be a priority for all retailers.
In-store shopping is about the experience, where all the senses - sight, touch and smell - play important parts in the purchasing decision. Rather than distract from this, the role of the internet for the majority is to research prior to purchase. With the first interaction with a retailer being on-line, the demand for an on-line presence is confirmed, and the first impression of the web site is all-important. For consumers to be able to navigate the site easily and view clear product shots is key, as is displaying the full up-to-date range of product available. Topshop, a key High Street player, leads by example with their on-line store, which shows the entire product range available at their flagship 90,000 square-foot Oxford Street store.
Matthew Crawford of ‘After Noah’, who owns two shops in Islington and Kings Road, London, comments, ‘A symbiotic relationships exists between our stores and our internet site. Rather than a large revenue stream, the internet will only ever be an additional service and one will feed off the other. With internet retailing you will never have the benefit of being able to buy a product seen’
However, in turn, the increased prominence of on-line shopping within the retail landscape does offer a huge opportunity for specialist retailers, as seen by the growth of companies including Toast, Dwell and ASOS.com, which offer very stylish well selected ranges. Communication of an on-line only retailer needs to reinforce the quality of the retailer’s products while, without a retail outlet to offer a personal interaction with the customer, the retailer’s personality needs to be clearly defined and well directed.
Lessons can be learnt from such outlets which are key to a successful on-line operation, especially in making it attractive for first-time shoppers. Clear product photography, a zoom in option for detailed views, clear pricing, up-to-date stock information, high-security payment methods, delivery address options and an easy returns policy, as well as store locator and opening hours information, are all key. As Roger Willcocks, Managing Director of Screen Pages, which offers fully managed e-commerce and online marketing services to mail order companies and retailers, goes on to explain ‘It’s amazing the difference a little analysis of your catalogue can make to a site’s usability: the number of products, the number of categories and product groups and factoring this into the site’s layout. Small tricks like best-sellers and featured or favourite categories can scoop 20% of your home page visitors.’
In the future the High Street will be more about enjoying the experience of shopping rather than the necessity.
Many of the early prejudices against on-line shopping are proving unfounded and it should be remembered that a large section of the population never did enjoy shopping in the first place. Many men would fit into this category!
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