THE REALLY INTERESTING QUESTION IS WHY CONSUMERS SHOP ONLINE There is perhaps nothing more important than understanding why consumers shop online. This provides an important insight into what they are looking for and what an online retailer should offer. I would argue that there are at least two important questions here: Why shop online rather […]

THE REALLY INTERESTING QUESTION IS WHY CONSUMERS SHOP ONLINE There is perhaps nothing more important than understanding why consumers shop online. This provides an important insight into what they are looking for and what an online retailer should offer. I would argue that there are at least two important questions here: Why shop online rather than offline? What matters most when shopping online? In one recent survey the three critical reasons for shopping online were as follows: Convenience – 67% Cheaper – 49% Range – 15% There are three really important issues in these findings: Defining convenience. Noting that consistent with most studies – ‘cheaper’ is NOT at the top. Noting that range may not be a reason for shopping online – but it is what matters MOST when shopping online. Research suggests that convenience means a number of things including – not having to drive and park, not having…