Retail shopping is in the midst of major changes, but the extent of that is uncertain.
Some apparently believe that online retailing is the future, but others disagree.
It used to be said that catalogues were killing physical stores, then it was TV shopping, and now many fear that all outlets of any kind will be affected. It is noteworthy to read in company annual reports about the concerns of the traditional retailers, not just the “bricks and mortar” ones. The internet may pose a danger, but perhaps it will present an opportunity.
Is should be acknowledged that in general retail sales essentially are flat. The double-digit expansion of online selling has been coming at the expense of physical stores. So far, it is interesting to note that their profits have held up remarkably well, far better than anticipated.
One company, according to its annual report, hedged its bets including online business, and added full-time, part-time and seasonal staff to its online business. Up to now goods were available solely at the physical store.
There are experiments underway to innovate with the internet, so that customers can have new ways to see merchandise. According to newspaper reports, a number of retailers are inviting online shoppers to see the article at a physical store, pick up the item, and save delivery charges.
Retailers at the extreme ends of the market, the low end and the top part, can ignore the threat from the internet. Still, it must be admitted that online shopping poses a threat to all in retailing. This columnist ordered a book that was not available at a local bookstore, but Amazon delivered by United Parcel so it arrived the next morning.
The best alternative for the usual retailer probably is to be distinctive and provide real, personal service. An answering machine cannot help with travel advice or picking the most appropriate luxury clothes. Personal shoppers can offer guidance clearly not available on the internet.
As an offset to the internet, customers still want to touch, feel and thoroughly look over a product. Sales personnel can be helpful, commenting on what is appropriate.
Young people increasingly rely on online shopping. It was startling to read that one-third of people living in the United States own a smart phone. One sales person stated to a reporter that, without embarrassment, some use a smart phone while inside a store to compare prices.
Shopping promises to be changing, but the ramifications remain to be seen.