PERSPECTIVES

From The Co-Founders

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Tips, Tactics & Strategic Insights and Commentary
from The ROI Co-Founders, Pat Johnson and Dick Outcalt
Outcalt & Johnson: Retail Strategists LLC; Retail Turnaround Experts

Can Ecommerce Deliver What Shoppers Want? Not Really.

  • "They say there’s nothing quite like retail therapy, but what happens when online shopping just feels like it’s lost its spark?” asks Jeena Sharma in Retail Brew. 

  • “Well, more than 3 in 4 consumers say that while e-commerce is ‘functional,’ it’s just not fun anymore, a new study by Criteo found."

According to "The Spark Of Discovery" report by global marketing and media company Criteo, who surveyed 6,000 consumers in six different countries, shoppers describe online shopping...

  • as a chore, 29%

  • as lonely, 79%

  • as overwhelming, 78%.

Ouch!

When do shoppers prefer ecommerce? No surprises there either:

  • Save time, 48%

  • Easier price comparison, 45%

  • Avoid crowds, 38%

  • Better discounts, 38%

  • Broader range of products, 34%

The report went on at some length to propose how ecommerce businesses could imitate the best practices of specialty retailers.

Criteo’s study certainly documents what many of you have sensed for years. 

  • Online shopping is a fine answer, particularly for commodity or perfunctory items. 

  • But especially for discretionary purchases, ecommerce can be, dare we say,  just a cheap imitation of a specialty store shopping experience. 

What does this mean? Opportunities abound for brick-n-mortar retailers to sharpen their competitive edge of the in-store shopping experience. 

But first, recognize what an advantage it is! 

Focus on what is special about the in-store experience you offer. How can that be enhanced? Or better merchandised and communicated? 

As Criteo noted in their report:

  • "Shoppers want more than just a seamless checkout; they want to feel understood, engaged and valued.” 

Ecommerce merchants are scrambling to try to match in-store shopping experience: the joy of discovery, the emotional connection, the fun! 

Be sure that the experience your stores offer cannot be matched.

Then, take a page from what ecommerce folks do best.

  • Intensify your use of the good practices of ecommerce operations.

    First, be much more proactive in reviewing and analyzing the shopping data you already have in your business. All part of what we call finding your most profitable customer. (See The ROI for more about that.)

Then, as the saying goes, “When you’ve got it, flaunt it!”

——--

* "Some customers now say online shopping is just boring: survey." Jeena Sharma, Retail Brew, April 25, 2025.

** "The Spark Of Discovery. Reigniting The Emotion of Ecommerce." Criteo



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