Why Consumers Shop and Buy Online Why do consumers choose to shop online rather
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Why Consumers Shop and Buy Online
Why do consumers choose to shop online rather than offline? Marketers emphasize the importance of interactivity, individuality, relationship building, and their ability to create a positive customer experience in the new marketspace. However, consumers typically list six specific reasons for shopping online: convenience, choice, customization, communication, cost, and control.
Consumers choose online shopping when the online environment creates more value than the offline alternative. Whether it's avoiding the crowded mall parking lot or finding one-of-a-kind products, online marketers create value for their customers in a number of unique ways. Online customer value is created by marketers through convenience, choice, customization, communication, cost, and control.
Read each description below and match to the appropriate category in the table above
1. Just for Me: Willie is tired of trying to find jeans to fit his 6'3, 160-pound frame. To solve the problem, he visits makeyourownjeans.com and orders a pair of $79 jeans made to his measurements, perfect fit guaranteed.
2. mySimon: Ellen needs a new television but she hates big electronic stores. Instead of venturing out, she fires up her laptop and visits mysimon.com, a comparison shopping agent to find the best deal on her new 50" Samsung TV.
3. Smart Shopper: Sunil is excited and nervous about purchasing his first home. He spent 30+ hours researching neighborhoods and school before contacting a realtor with his list of requirements. For Sunil, knowledge is power.
4. Treat Tower: To make the holidays delicious, Juan visits cheryls.com to order a cookie tower for his family, Within minutes, he receives an email with his order confirmation and a few days later, a shipping confirmation email as well.
5. From Nana: Bette is sending a gift to her grandson who lives far away in Phoenix, AZ. She has no idea what to get him so she visits toysrus.com and scrolls through top picks for 2-year-old boys before making her selection.
6. Room for Tonight: Monica loves last-minute travels and is not picky about brands. She uses Priceline's Name Your Own Price tool to score big savings while hotels use the flexible pricing tool to manage its perishable inventory.
Convenience Choice Customization Communication Cost ControlExplanation / Answer
Convenience
Choice
Customization
Communication
Cost
Control
From Nana: Bette is sending a gift to her grandson who lives far away in Phoenix, AZ. She has no idea what to get him so she visits toysrus.com and scrolls through top picks for 2-year-old boys before making her selection.
mySimon: Ellen needs a new television but she hates big electronic stores. Instead of venturing out, she fires up her laptop and visits mysimon.com, a comparison shopping agent to find the best deal on her new 50" Samsung TV.
Just for Me: Willie is tired of trying to find jeans to fit his 6'3, 160-pound frame. To solve the problem, he visits makeyourownjeans.com and orders a pair of $79 jeans made to his measurements, perfect fit guaranteed.
Treat Tower: To make the holidays delicious, Juan visits cheryls.com to order a cookie tower for his family, Within minutes, he receives an email with his order confirmation and a few days later, a shipping confirmation email as well.
Room for Tonight: Monica loves last-minute travels and is not picky about brands. She uses Priceline's Name Your Own Price tool to score big savings while hotels use the flexible pricing tool to manage its perishable inventory.
Smart Shopper: Sunil is excited and nervous about purchasing his first home. He spent 30+ hours researching neighborhoods and school before contacting a realtor with his list of requirements. For Sunil, knowledge is power.
Convenience
Choice
Customization
Communication
Cost
Control
From Nana: Bette is sending a gift to her grandson who lives far away in Phoenix, AZ. She has no idea what to get him so she visits toysrus.com and scrolls through top picks for 2-year-old boys before making her selection.
mySimon: Ellen needs a new television but she hates big electronic stores. Instead of venturing out, she fires up her laptop and visits mysimon.com, a comparison shopping agent to find the best deal on her new 50" Samsung TV.
Just for Me: Willie is tired of trying to find jeans to fit his 6'3, 160-pound frame. To solve the problem, he visits makeyourownjeans.com and orders a pair of $79 jeans made to his measurements, perfect fit guaranteed.
Treat Tower: To make the holidays delicious, Juan visits cheryls.com to order a cookie tower for his family, Within minutes, he receives an email with his order confirmation and a few days later, a shipping confirmation email as well.
Room for Tonight: Monica loves last-minute travels and is not picky about brands. She uses Priceline's Name Your Own Price tool to score big savings while hotels use the flexible pricing tool to manage its perishable inventory.
Smart Shopper: Sunil is excited and nervous about purchasing his first home. He spent 30+ hours researching neighborhoods and school before contacting a realtor with his list of requirements. For Sunil, knowledge is power.
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