For in-store shoppers, front end experience matters most while for online shoppers, the tail end experience matters most. This is according to the Institute of Service Excellence (ISES).
The availability of the products and possible promotions is a big deal for physical store shoppers. This is the reason why most people drive to a store or mall to get the products and goods they need right away instead of waiting for these delivered to their doorsteps. Likewise, when there are sales or discounts, they go physically to inspect the products and goods to see if these are worth their discounted prices.
For online shoppers, they are more particular with the delivery time and availability to their locations plus the shipping or delivery costs associated with online products and goods. Aside from this, they are concerned with the return plus exchange policies especially that these cannot be inspected prior. Another example of a tail end experience is the convenience of checking out and paying out for the bought products and goods. This includes the payment methods available for shoppers.
So, whether shoppers are purchasing or buying Tech/Gadget, Furniture or Appliance, Clothing, Entertainment or TV Store Online, they expect a different experience online or in-store.
Although customers gave the e-commerce stores a lower score for overall quality plus value in comparison to traditional retailers, they are still more likely return to e-commerce web sites. This is according to ISES. This is also the first time e-commerce was included as a consideration for the evolving consumption trends.
Neeta Lachmandas, an ISES executive director, mentioned that businesses need to consider integrating in-store shopping experience with the ease of doing online transactions as a challenge. This is now important especially that more traditional businesses are opening online stores which is blurring the way people distinguishes physical retailers from the online retailers. One example of this is offering a service to book a personal appointment online through the website before visiting a shop. During the booking process, all the customer details or personal information are gathered in advance. Any relevant information for the reason of visit should be included. This creates an easier convenient user experience.