A Dutch study by Cendris Monitor identified several reasons why consumers prefer not to visit a physical store. This, of course, presents a prime opportunity for online retailers to capitalize on these factors. One key reason for avoiding a visit to a physical store is pushy staff. Since consumers want to shop at their own pace in a physical store, the same naturally applies to an online store. That’s why it’s crucial not to constantly bother online shoppers with pushy ads, pop-up chat windows, or, for example, unsolicited newsletter sign-ups. Avoid as many obstacles as possible during the consumer’s online experience.
This isn't the only source of frustration in a brick-and-mortar store, which is why in this blog post we'll take a closer look at the other drawbacks of a brick-and-mortar store, along with the corresponding advantages of online shopping.
61% of consumers prefer an online store to a brick-and-mortar store because of the more flexible hours
Consumers can shop at the online store 24/7, but of course they also want to receive their orders as quickly as possible. So if you want to truly stand out in terms of flexibility, as an e-commerce business you need to offer well-thought-out delivery options so that customers can experience the tangible benefits quickly.
53% of consumers prefer an online store to a brick-and-mortar store because it is easier to compare prices
Since it’s much easier and faster to compare prices among different providers, products, and services online, as an online store, you need to focus on factors other than price. Do this by clearly demonstrating the added value of, for example, faster delivery times, extra service throughout the entire purchasing process, customer reviews, etc.
44% of consumers prefer an online store to a brick-and-mortar store because they feel more confident that the products are in stock
It is very important to communicate your inventory status clearly and honestly to consumers. Consumers don’t just want to know if an item is in stock; they also want to know how quickly it can be delivered to them if it is in stock. So be clear about delivery times as well. In addition to communicating this information, it’s even more important to stick to it. Use this to offer additional competitive advantages, such as ‘Order by 10 p.m. today and get it delivered by 2 p.m. tomorrow.’.
Crowds in brick-and-mortar stores are also seen as a negative aspect
As mentioned earlier, consumers want to enjoy the experience of shopping for products at their own pace as much as possible, in order to avoid the hustle and bustle of everyday life. That’s why you should make things as easy as possible for consumers by, among other things, providing as much structure and a clear overview as possible during their online shopping process, using plenty of visuals, and definitely not constantly bothering them with unsolicited information.
However, the study found that people also perceive disadvantages to online sales.
- Consumers aren't always convinced because they can't see or touch the product.
- High shipping costs remain a barrier in many cases.
- It's not always easy to return or exchange a product.
So work creatively with your e-commerce partner to mitigate these drawbacks as much as possible through your web application.
