Does Price or Convenience Rule Online?
are swearing off spending money. They are not even spending that much
they decide they have to spend money then they darned better be getting
a deal otherwise it’s right back to number two.
the stage has been set, it’s a bit odd to come across stories that, on
the face of it, appear to be at odds.
case in point is a piece in The New York Times that reported online
retailers are cutting prices as low as they can go to try and make something
out of the holiday selling season.
two comes from a piece in The Boston Globe on new research
from ChoiceStream showing that when it comes to buying online, consumers
put convenience and product selection above price.
So what is
going to get consumers to part with those dollars they’d rather not spend
Gian Fulgoni, chairman
of comScore, said online retailers have little choice but “to run
these deals because that’s what consumers are looking for this season.”
Toffer Winslow, executive
vice president of sales and marketing at ChoiceStream, said in a statement,
“Although the current economic climate is predicted to curb consumer
spending this holiday season, we were surprised to find that shoppers are
still more concerned with shopping convenience and finding the right gift
than they are with getting the best price. We believe that this presents
retailers with a unique opportunity to earn consumers’ limited shopping dollars
by improving the online customer experience instead of focusing on discounts
and margin-eroding promotions.”
What factors do you think are most important to consumers shopping online
for the holidays this year?
- Online shoppers want
convenience and relevance – The Boston Globe
- Web Sites Wage Holiday Price Wars – The
New York Times