E-tailers

Assignment 5-1: Weekly Written Analysis 5

July 30, 2011

Julie Williamson

E-tailers

The truth of the matter is that retailers are suffering because of their online competition (Gittins, 2011). The old saying goes if you can’t beat ‘em join ‘em, right?! Online retailers make up only 4% of total retail sales (Gittins, 2011). However, this is an increase of 2% since 2005 (Gittins, 2011).

There are some down sides to online shopping. You cannot try on or visual examine the items you are preparing to buy. You purchases are not instant; meaning you cannot start utilizing the product immediately. If you have a problem with the item that you purchased it can be difficult to return. You cannot go find a sales associate in order to inquire about the item you are interested in.

The positive aspects of online shopping are obvious. You do not have to fight with other shoppers at the store for sizes or stand in the checkout line. You can shop twenty-four hours a day, seven days a week, three hundred sixty five days a years; weekends and holidays. You can sit in your pajamas on the couch and shop all day if you wish without getting the first bit tired. (Well maybe your wrist and your pointer finger!) You can utilize online sorting tools that help find bargains as well as the perfect size, color and style. Online tools also help you compare items side by side (Click and Mortar, 2006). Online stores have also incorporated live chats into the shopping experience to be available to help answer questions.

How do you maintain the positives while fixing the negatives? Became an e-tail store. These are stores that have physical retail stores yet gives the customers the option to view and purchase items online as well. This is the best of both worlds. Having retail stores allows the customers to become familiar with the products, sizes and quality. Once they become familiar enough with the products offered they will be willing to utilize online shopping. They feel confident in purchasing because they know if there is a problem after delivery they can return the item to the store. You can also shop online and pick the item up in the store. Some of the top rated examples of e-tail stores are Old Navy, Barnes and Nobles, and Target. As an e-tailer it is vital to have a user friendly appealing website in order to make the shopping experience for your new and returning customers enjoyable.

Have you ever utilized an e-retailer?

References

Gittins, R. (2011). Mouse is mightier than the store. National Times: Society and Culture. Retrieved from http://www.smh.com/au/opinion/society-and-culture/mouse-is-mightier-than-the-store-20110531-1free.html.

Retail vs Online Shopping (2006). “Click or mortar”: retailers posing as competition to “pure-play” etailers. Retrieved from http://www.ocf.berkeley.edu/~rls/retailonline.index.html.