Online vs in store shopping

As the Christmas period is over and the New Year is here, I am starting to back into the swing of my dissertation for uni! I am looking into consumer perception of sensory marketing, namely tactile marketing and its impact on buying behaviour and purchase decisions in women’s fashion. A huge part of this topic is the ‘battle’ between clothes shopping online and shopping in store.

For my literature review research, I was advised by my supervisor to watch ‘Robert Peston Goes Shopping’ which aired in September 2013 on BBC. The link can be found here:

The documentary reveals how shopping in Britain has transformed over the 20th century, focusing on how the highstreet is coping with online shopping. The growth rate of the internet has had a dramatic effect on the highstreet arguing that it has fallen behind on convenience, pricing, service, which is what consumers demand today.

Peston goes on to discuss how the highstreet needs to combine the best parts of online shopping and the best parts of instore experience, rather than seeing the internet as a lethal threat.

What I found really interesting was the predictions on the future of retail. Essentially the documentary spoke about a new system called ‘tapestry’, in which consumers will use their mobiles in store to scan products they are interested in. This will ultimately convert instore browsing into purchases. Scanning the item will bring up more about it, such as where it was made, what bloggers have said about the product etc. therefore interacting with the retailer.

In essence, future stores will become showrooms, where consumers will just touch and feel products, then buy them online later once they have left the store. This may be with discount codes, so at a cheaper price.

After watching the programme, I got an email from Drapers about brick-and-mortars stores and online shopping over the christmas season, which was fascinating to read, having watched the programme!

Here is the link:




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