In the world
of internet, virtual stores (on-line stores) are becoming more popular. This
solves the problem of increased real estate prices. Marketing is also done
purely through news paper, catalogue and television. While it is nearly
impossible for every brand to reach all the cities through stores, virtual retailing has made it possible.
Online retailing has its own disadvantages.
The most important one being the delivery of the purchased product to the
customer unlike in physical store retailing, the customer walks into the store,
picks, buys the product and carries it along.
Secondly, it is about setting the
right expectations with customers. Sometimes the product looks very good on the
screen or the catalogue but it may not meet the customer’s expectation when he
gets it. This may have a negative impact on the brand’s image.
The next
challenge is the payment as most of the people are not comfortable with credit
cards and net banking, so cash on delivery is a good option. Equal amount of
focus on physical and non store presence is what is needed to get the best of
both the worlds.
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