Moms love the
convenience of online shopping – she can make a purchase in seconds
from the comfort of her home. It means no more long lines with the kids
in tow, and one less thing to add to her to-do list. However, there are
certain in-store experiences that moms cannot get online. For instance,
clothing can’t be tried on prior to purchase and toys can’t be felt for
durability.On the other hand, brick-and-mortar stores may not
offer the seemingly endless selection that online retailers do.
Additionally, their reliance on foot traffic and word-of-mouth to drum
up business may put them at a disadvantage. Despite these benefits and
drawbacks, both types of store are valued by moms and chosen for
different reasons. Who will win the battle over moms’ spending power?
Brands must keep the pros and cons of each in mind as they market to
moms.Here is a quick overview of the benefits of each retail approach, and how it affects moms:Why Brick-and-Mortar Stores Still Matter:
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61% of consumers
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shop in-store, compared to only 31% who turn to the internet. This is
good news for brick-and-mortar businesses. One of the largest drivers
for in-store shopping is the ability for customers to receive the
product immediately. Until eCommerce can find a less expensive solution
for same-day or 1-day delivery, in-store shopping will continue to win
on this point. Also, moms often shop as a social activity – whether it’s
to look for new clothes (and get a second opinion) or as a day to
browse with friends. This experience simply cannot be replicated online.
major benefit for brands that operate brick-and-mortar stores is the
way in which consumers spend their money while shopping. 40% of shoppers
spend more than they had planned to while shopping in stores, while
only 25% of shoppers do so when shopping online. Beautiful storefronts
and point-of-purchase displays can strongly influence moms to make an
impulse purchase, and are much harder to ignore than online ads.
may also enjoy the personal connection with store employees, a
well-executed store atmosphere, and the ability to touch and hold
products before purchase.
All of these aspects can lead to higher
in-store purchases. Apple, Whole Foods, and Nordstrom’s are a few
companies that have done an excellent job of training employees to be
knowledgeable about their products and services. This is important more
than ever, as consumers don’t get this immediate assistance when they
shop online. They may read review after review, but it’s not always as
helpful as in-person assistance. Brands must remember how crucial this
is as they control how their store is operated. Keep moms in mind, and
you may see an increase in sales.image: http://cdn.business2community.com/wp-content/uploads/2014/04/534d56160aab4d52e400051d-1397577238.jpg
The Many Benefits of Online Retailers:For
brands, the eCommerce route can have many benefits over a
brick-and-mortar store. They don’t require expensive storefronts;
instead, more cost-effective warehouses are used to hold inventory. With
multiple warehouses, brands can ship products quicker via online
orders, and moms can receive products faster than ever before. The
convenience of shopping online is arguably the greatest benefit, as
consumers can select a product and purchase it within minutes.
shop after her kids are already in bed, or on a smartphone as she’s out
doing errands. This has opened up countless opportunities for brands, as
advertisers discover new ways to target moms where ever they are, in
order to encourage immediate purchases.Moms also love to shop
online because it allows them to find the best price for products.
Whether they follow the brand on social media for exclusive deals or
search for online coupons, moms can find a product they want and save
money at the same time. In fact, 38% of moms
visit manufacturer websites in search of coupons. They can also more
efficiently find the best price across many different websites, instead
of having to visit many different stores.
Which Will Moms Choose?For
moms, both brick-and-mortar stores and online retailers have their
advantages, but which one will she continue to shop?
Ecommerce is a
rapidly growing industry, but until the Internet can provide all the
benefits of in the in-store experience, physical stores will continue to
be in demand...continue reading...
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