To begin with, digital technology has impacted on consumer decision making by providing a vast store of information which shoppers’ access to inform their purchase choices. So a path-to-purchase typically begins with an entry in a search engine or a visit to a retailer’s website.
Digital search tools play a vital role as consumers say they help to save time. But digital marketers should not assume that consumers no longer interact with the physical world as they are still likely to watch television and in doing so encounter more traditional advertising. Equally, consumers are also likely to speak to family and friends both online and offline. Likewise Mobile devices facilitate interaction with actual products in physical stores. Indeed, showrooming, where shoppers visit a store to touch and feel actual products but then make their purchases online is becoming increasingly popular.
Now a question is WHY TO BUY ONLINE ? Traditionally a motivation to buy online is largely driven by seeking lower prices, So physical retailers can no longer afford not to operate online as well as offline because if they do they are likely to lose sales.
For the retailers, the impact of an increasing number of shoppers and businesses accepting the online and other forms of digital media as a stable channel to market, but this naturally has increased customer expectations, which creates competitive pressures and challenges.
In conclusion, it is now widely acknowledged that there is a need for a company to have a flexible e-retail strategy with a clear vision of how to create sustained competitive advantage if a business is to gain the maximum benefits from operating online.
good-luck (Team Digital Performance @ Expertek US)
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