There are many differences between online shopping and the high street but they also have a great deal in common: to be successful in either they must both achieve the right balance of offer, availability and communication coupled with great customer service to give competitive advantage. Tell me (communication) clearly what it is (offer) and please let there be stock (availability).
These simple facts were bought home to me recently when I was buying a computer in the UK. However, the same principles apply to anything we buy. When buying my computer I looked in several places before I made my purchase and in the end I made the choice because someone got these basics right.
Online shopping overall
I tried numerous web sites to source the computer I thought I wanted. I understood that branded sites would only offer comparisons versus their own equipment, but even that they make so complicated. Communication was really poor and I gave up very quickly. A massive array of models that all do similar things except for slight changes… processor, hard drive etc. which results in a slight change of model number. Adding more products actually sometimes makes it harder to make a selection. Of course, the ‘enhancements’ are only ever explained in a language that most people cannot relate to. I failed to buy on line because I got confused (and bored) and some could not even offer easy delivery or availability – they just pointed me to a shop where they were stocked… not that model, note, but just that brand!
Apple shopping on line
How easy and what a great web site! Two great models…Air or MacBook, two screen sizes and a really fun page to navigate. If I had wanted an Apple, my journey should have ended there and it would be hard to determine whether online or high street was better because both are great shopping experiences. You can see what they have, can get what you want, know the price is the same everywhere and the message is really clear and simple.
High Street shopping
In this case the offer was irrelevant as retailers continually failed on availability and communication. If I highlighted a model on line I could not find it in store and if I liked a different model, I couldn’t find anybody who knew anything about it. Really poor customer service. And even when I’d worked out exactly what I wanted, I still failed because the product was out of stock.
John Lewis
John Lewis is a large department store in the UK. I was approached by one of their sales team who asked me why I wanted a computer, how I would use it, what was important to me and then that magical question… if we could find you a model that did all the things you describe, within the price range you specified would you be happy. For sure and after 15 minutes I was shown a Samsung I never knew even existed, with a model number that didn’t matter. A great balance of availability, offer (through their price promise) and clear communication through excellent customer service.
My take out is simple.
There are 3 simple areas to focus on and do them well… the right offer, the right availability and then an effective way of communicating. If the latter is done through great customer service it gives a real competitive edge.
I have started to compile a list of my favorite shops and favorite shopping web sites and why. So far I have John Lewis, Apple and Hotel Chocolat on the High street and Apple, Amazon on line.
We would love to hear your favorites and why. Please do share below!