brick & mortar vs online shopping
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Brick & Mortar
Click &
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THE ONLINE SHOPPIN
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Todays consumers lead busy livesand shopping takes time.
Often it is a task. Consumers find
researching and shopping on the
Web far more convenient than
brick-and-mortar visits.
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Although in-store excursions can
still be fun, in many ways shoppingonline or via a mobile device offers
a better overall experience,
whether from the couch after the
kids are in bed, on a mobile phoneduring a quiet moment at lunch, or
on the go.
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In many instances, customers have
access to more information online
than when talking to an in-store sales
associate.
Online reviews and price
comparisons enable them to feel
more confident in their buying
decisions and free shipping offersare a fixture of the online
marketplace, especially during
festive season.
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Google India Study reports ElectronicTop Search but pparels the most
Flipkart
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As per the research,9 of online shoppersare planning to buy more products online which
reflects on the positive experience of the users.
In terms of top product categories ever purchased online: Apparels & Accwas among the top category (84%) Electronics(71%) Beauty & perso(64%) Books(62%) Household products (61%) The frequency of purchase was alsocategories like apparels & accessories (34%), beauty & personal care (33%) products
to electronics (28%).
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Top Retail Subcategories by Total Unique Visitors
November 2011 vs. November 2010
Total IndiaVisitors Age 15+ Home/Work Locations
Source: comScore Media Metrix
Total Unique Visitors (000)
Nov-2010 Nov-2011 %
Change
Total Internet : Total Audience 41,169 46,390 13Retail 23,021 27,171 18Coupons 1,048 7,647 629Consumer Electronics 6,334 7,122 12Comparison Shopping 4,611 5,775 25Computer Hardware 5,079 5,708 12Apparel 1,735 4,609 166Movies 2,587 3,076 19Books 2,559 2,494 -3Flowers/Gifts/Greetings 2,132 2,323 9Jewelry/Luxury
Goods/Accessories 1,575 2,134 36Home 1,605 1,966 22
Top 10 Retail Sites by Unique Visito
November 2011 Total IndiaVisito
Home/Work Locations
Source: comScore Media Metrix
TotVis
Total Internet : Total Audience 46,
Retail 27,
Amazon Sites 6,8
Apple.com Worldwide Sites 3,4
Samsung Group 2,7
Flipkart.com 2,6
Homeshop18.com 2,2
Naaptol.com 2,1
Bookmyshow.com 2,1
Myntra.com 2,1
Priceindia.in 2,0
Alibaba.com Corporation 1,9
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What Happened to the
Retail Stores?
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The world of retail is facing anexistential crisis as more consumers
abandon shopping in physical
stores for the ease of buying online,
especially with their mobile devices.
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The rapid advances of e commerce havedrastically altered the landscape for
traditional retailing giants. Theyre being
challenged by the mobile revolution
because theyre saddled with the high
costs of leasing and maintaining so many
store properties.
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Old-school retailers that dont
adjust quickly to the rise of
mobile and social commerce will
have a hard time surviving the
current disruption
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What can They Do?
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Retailers that will survive in this new
environment need to pursue effective
marketing programs for social media and
mobile devices, and keep their business
models ultra-lean.
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As part of this effort, online retailers need tocontinue to reach many new customers by
combining traditional TV commercials with
online display advertising in major Internet
companies including Google, Facebook,
AOL, Yahoo and Microsoft.
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Take the in-store experience to a different
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Retail is in crisis. But its a crisis that can stimulate transformational cwho understand their customers, leverage technology to evolve the cu
experience, and focus on their differentiators and assets have the opp
thrive. However, for retailers that ignore opportunities for transformat
on the wall.
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