By Edahn Golan

 

It used to be, way-back-when in the good-old-days, that buyers would gather information online before walking into the store to make a purchase. During those long-gone days, buyers enjoyed the comfort of their homes or offices where they carried out their homework. Jean would gently hint to John that Bob bought Betty a beautiful bracelet. A diamond bracelet, no less, for the holidays, you know.

 

Well, the pressure was on and jittery John just wanted Jean to be happy. So he went online, looked and poked around, gathered information and then went to the shop to make his purchase - a jaw dropping jewelry item for Jean.

 

Well, if you were a student of online commerce, had a store and wanted to expand - you got yourself a web site that described your goods, their prices, your credentials, and, hey presto, you’re drawing in the crowds. The Johns and Bobs of the world flocked to you because you are good and are serious at what you do.

But then a thought started to creep in: you are doing well with the online operation, in fact online commerce is a serious source of revenue and you find yourself considering closing your mall shop altogether. It will cut down on your overheads, you can work with your favorite slippers on and carry on making a nice living and can even expand beyond your geographic region.

 

STOP!! Don’t go that way. The trend is reversing, making a 180 degree flip. Now would-be shoppers are starting the shopping experience in store, but completing their purchases online.

 

In the mid 90s, when the web started to become popular and early commercial endeavors started, the question on many people’s minds was why consumers would want to buy music from CDNow if they couldn’t hear it first like in a music store. Or why would you want to buy a book from Amazon if you could not flip through the pages and read some of it before making up your mind? >>

Well, Amazon is profitable today, so the barrier was obviously overcome. But today’s consumers, especially in the U.S., says the USC Annenberg Center for the Digital Future in its fourth annual survey, have reversed the trend.

 

The survey found that 69 percent of e-buyers start their shopping by browsing in the brick-and-mortar retail stores before going online to make the purchase, up from 53 percent when the center conducted its first survey in 2000.

 

What does that mean in practical terms? That your store presence is very important and should be treated as such. So if, for instance, you have allowed the knowledge of your salespeople to diminish a little, a quick refresher course is in order.

 

One of the things everyone behind the counter will need to know is how to direct store visitors to your web site. Have that information on your business cards, brochures, and any other information handouts. And how about offering an online discount?

 

There is plenty more you can do, just keep in mind that as with jewelry fashion, whatever online trend is hot today might be very different tomorrow.

 

On the topic of hot, Microsoft came under a lot of heat over security issues related to its web browser, Internet Explorer. A popular alternative that is becoming very hot these days is FireFox.

 

This browser is from Mozzila - the same group of guys that were involved with the first commercial browser and former market leader Netscape. It is still plagued by a few bugs and some sites don’t look right with it, but if you like tweaking, or at least playing around with something new, take it for a walk through you favorite online neighborhood and make sure to let me know what you thought about it! %

 

Keep those emails coming in. If you have a question, suggestion or a comment to make, by all means drop me a line at: edahn@idexonline.com.