The Internet has changed consumer shopping style; however, the foundations that cause the common shopping habits have not changed. Online and traditional shopping both have to deal with issues that relate to security, advertisement, and providing a better service through convenience. The security issue comes up for both business sites. Online, people are concerned about revealing their credit card information over the web due to information theft and hacking. When it comes to advertisement; businesses use the Web and Television, so as to reach a large pool of shoppers and target the kind of shoppers they want. Besides advertisement, convenience has always been an added incentive that makes the shoppers experience pleasant. The web offers a greater selection at persons fingertips and no waiting in lines, however; the stores in the mall offers shoppers a chance to view and try the product. Shopping affects consumer choice between competing alternatives, that is, online and traditional shopping. The two mediums of shopping can be compared in terms of shopping experiences, dynamic interaction with customers, and customer behavior.Not the Essay You’re looking for?GET A CUSTOM ESSAY To begin with, online consumers are more interested in quicker, faster shopping experiences. Theyre much more focused on the pure shopping aspect and clearly have an idea of which site they want to go to and what products they want to buy. In the traditional world, people are more interested in the leisure and experiential side of shopping, and the full sensory experience that takes place in a mall environment and at the point of sale. Traditional shopping has added more entertainment programming to malls. People are coming to the mall looking for much more than just shopping. Theyre looking for diversion and the opportunity to be entertained, to enjoy themselves as part of a community. People are traveling less, they want to get out of their homes and the mall is a great location and destination to accommodate consumer needs and interests. In addition to shopping experiences, there is more dynamic interaction with consumers in an online environment compared to the traditional environment. Through promotional incentives, consumers can be driven online in pursuit of immediate gratification, for example, some form of reward. In pursuit of this reward, a company can encourage these consumers to opt-in valuable information in real time, versus waiting for the traditional offline data process. By creating an involving, rewarding brand experience online, consumers can be encouraged to actively navigate through a Web site and sample other product or service offerings immediately as opposed to the same process offline taking days, weeks, months or more. Finally, online consumer behavior is always active and its often self-selecting and seeking. If someone goes online, theyre usually going online for a purpose. In the traditional space, while participation and promotions can be active, often they are passive. They rely on very high relevancy and motivation. In many cases traditional shopping promotions rely on intercept. Meaning, Im shopping and maybe Ill see a promotion at the point of sale that gets my attention and it becomes a tie-breaker. Okay, Ill buy this box of cereal or that stereo brand or this TV because of some offer that happens to intercept me while Im in the shopping mode. Online shopping presents both consumers and the businesses the opportunity to satisfy their differing needs without bothering with the traditional model of the market. A business can advertise and sell its products directly to the consumer via the Internet and the consumer does have to make long, often, tiring trips to malls and other retail outlets in order to purchase the products they need. As online shopping becomes the most sensible alternative to purchasing needed goods and services, most shoppers are beginning to abandon their views of traditional shopping. No longer will a routine trip to a supermarket or mass retailer, such as Wal-Mart, satisfy the online shopping expectations. The effort of the trip will require an experience that appeals to ones social needs, entertainment needs, creativity, and curiosity.
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