{"id":1004211972,"date":"2013-06-06T00:00:00","date_gmt":"2013-06-06T08:00:00","guid":{"rendered":"https:\/\/www.commercialsearch.com\/news\/cpe-uncategorized\/steve-jones-retailers-must-deliver-on-customer-service-and-experience-to-compete-with-online-merchants\/1004211972.html"},"modified":"2020-04-13T03:43:10","modified_gmt":"2020-04-13T11:43:10","slug":"steve-jones-retailers-must-deliver-on-customer-service-and-experience-to-compete-with-online-merchants","status":"publish","type":"post","link":"https:\/\/www.commercialsearch.com\/news\/steve-jones-retailers-must-deliver-on-customer-service-and-experience-to-compete-with-online-merchants\/","title":{"rendered":"Steve Jones: Retailers Must Deliver on Customer Service and Experience to Compete with Online Merchants"},"content":{"rendered":"

\"\"<\/a>It\u2019s easy for store retailers competing with online retailers to feel like they are pushing a boulder up a mountain in today\u2019s web-driven economy. Price-conscious, computer-savvy shoppers will almost always find an item cheaper on the Internet than in local stores. The good news is that not all consumers shop on price alone. According to a Deloitte survey, nearly a third of consumers want to see the actual product before purchasing it, which validates the role of the brick-and-mortar store. Another survey by Ipsos reports that 59 percent of U.S. shoppers prefer to make their purchase in-store as opposed to online or via a mobile device.<\/p>\n

The critical components of consumer buying habits are price, customer service and experience. Every consumer weighs these considerations differently, but each store needs to stand out in at least one, and preferably two, of these areas to be competitive.<\/p>\n

Use Physical Advantages<\/em><\/strong><\/p>\n

Much has been said about the price advantages of the Internet, but there are many other ways that brick-and-mortar stores hold the edge for consumers. A major advantage is visual and tactile: shoppers can see, touch, sample or try on items. For consumers who have been disappointed by merchandise that didn\u2019t live up to its photos online, this assurance is important.<\/p>\n

Customer service is more of a mixed bag. The Internet, with its virtual inventory, often offers a better selection and is less frequently \u201cout\u201d of an item. However, stores offer \u201creal\u201d people to answer questions and offer suggestions on the spot. Plus, exchanging or returning an item to a store doesn\u2019t require repacking, paying for shipping or waiting for an exchanged item.<\/p>\n

Service Technologies Rival The Internet<\/em><\/strong><\/p>\n

Many traditional stores are beginning to embrace technology to rival\u2014and even surpass\u2014the advantage of online retailers. Besides easing the burden on store checkout personnel, technological devices are expected to boost business. According to Deloitte surveys, 36 percent of consumers would prefer to receive product information by scanning a bar code, while 14 percent would like to use a phone to pay for merchandise. Average retailer investment in mobile and tablet devices mushroomed by 276 percent in 2012 compared to 2011, and 43 percent of retailers cite them as a top digital initiative for 2013 \u2013 more than site redesign, multichannel efforts and international growth.<\/p>\n

Experiences The Internet Can\u2019t Match<\/em><\/strong><\/p>\n

A store or entertainment venue\u2019s big advantage is a physical presence that permits real\u2014not virtual\u2014interactions with customers. One of the best examples of offering what an online merchant can\u2019t do is AMC Dine-In Theaters, which is reviving the popular \u201cdinner and a movie\u201d night out but rolling them into one venue. At 10 select U.S. locations, AMC is offering one or both of these concepts:<\/p>\n