By Hisham Isa, Vice President (Marketing)
Visit the website of fashion retailer bebe and odds are you'll find cheaper prices than in a local outlet as well as some online exclusives. However price is not the only reason – or even the main reason – why consumers shop online.
What's really key is the overall shopping experience.
Does the mobistore have a great selection? Is it easy and fun to browse? Are the prices clearly marked? If I'm looking for something specific, can I find it quickly?
These same questions should be at the top of the list for brick and mortar retailers as well.
According to the 2013 BuzzCity Retail Survey – a poll of 13,000 mobile users across 20 countries – product variety is the number one factor for shoppers, regardless of whether a store is located online or not.
In addition, contrary to popular perception, online shopping is not taking away from High Street retailers. Instead, we're increasingly seeing a fusion between the two as consumers look for information online before heading to retail stores and some brands that were internet-only have begun setting up a physical presence.