Despite the fact that consumers are spending record amounts of time “connected” and shopping research is primarily done online, purchases are still being made offline – the main deterrent in making online purchases is the lack of tactile experience in online shopping.* I have to wonder if this is even something that is possible.
I can’t deny it – I love the feeling of being in a brick and mortar store, holding a product that I want to buy in my hands, turning it around, maybe reading the side of the box of pressing on the buttons, looking it over as though I still am not sure I am going to buy it (even though I know I am, I have already researched it online). Or maybe I feel the material between my fingers, or smell the fragrance of the perfume, or sit on it to see if it is comfortable. I did some searching around and I found a few seemingly defunct projects aimed at making a “touch-like” interface for online shoppers but these are animations and no different than videos essentially. And color swatches are helpful too. But in the end, people like to see and possibly try a product before buying it. That is…
Unless you’re Apple. Apple products, pre-ordered online in large numbers, often selling out before shipping date. Just some videos and pictures to go on. (I can’t do it, I will bide my time until they are in-store) Somehow Apple has found a secret recipe for e-commerce success without the need for a tactile shopping experience, which begs the questions how did they do that and how can retailers scale this to their much larger number of products.
Well – I think the idea is, “the cool kids” buy Apple products and anticipate them and everyone wants want “the cool kids” want, these are the influencers and enthusiasts. Retailers can scale by finding the influencers and enthusiasts within their niche to listen, learn and engage to hear what they have to say about their brand and products already, and to give them something to talk about too. These “cool kids” within your consumer niche are the people most likely to shop more, most likely to share recommendations, most likely to voice their opinion.
* North American Technographics Retail Online Survey, Q1 2008-2009
Popularity: 14% [?]
