There's no denying it; technology has forever changed our shopping experience. Though both brick-and-mortar and online shopping stores have their challenges, a recent study shows that Canadian consumers still prefer brick-and-mortar shops. However, online shopping is quickly gaining ground.
The consumer is changing, and you as a business owner cannot afford to ignore that fact. What the study found most significant is that retailers, regardless of their channel, need to provide the consumer with a smooth shopping experience. This means that the consumer will no longer tolerate slow, inconvenient, and uninformed service. They want the best product and they want an easy path to purchase.
So, what does this mean for your brick-and-mortar? It means you’re susceptible to losing a customer to an online shop if your service isn’t up to snuff, so you’ll to need to create an exceptional experience if you want their business. Take a look at the weakest points in your customer’s path to purchase (maybe it’s an employee who doesn’t know your products) and address the issue (product education).
This study was developed by the Retail Council of Canada, and prepared in conjunction with Wiseplum and Microsoft.
Northern Alberta Business Incubator Society (NABI)
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