Excitement To Keep Stores Open

Jan 27, 2005

By George Anderson

Kathleen Lavey, a columnist with the Lansing State Journal, like many others has found that she shopped online more often last year than in the past. She thinks that is
going to change this year.

Ms. Lavey, who admits to being “giddy” the first time she placed an online order now finds that it is convenient — and kind of boring.

“The joy goes out of the process when you punch a picture on a computer screen and, five days later, trip over a package at the door. No matter how good a sale price you get
online, the thrill of the hunt is not the same,” she writes.

Ms. Lavey wants to feel the fabric of the clothes she buys. She wants to hunt through racks and find bargains. She wants to be in a store when she finally tries on a bathing
suit that makes her look thinner. She wants to do what her kids call “real” shopping.

Moderator’s Comment: How important is the “excitement” aspect of the consumer’s shopping experience to the future of brick and mortar retailing?

Personally, we get excited about not having to leave the house to order something we want and we much prefer being able to try on clothes in our home instead
of changing rooms used by many others. We also don’t mind someone picking out produce for us. If we don’t like it, we can always send it back and we don’t have to drive to the
store and get in line to do it.

George Anderson – Moderator

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