My grandmother is the same as anyone else’s, as she’s full of stories about how things used to be back in the day. However, unlike everyone else’s, she’s interested in online shopping. While of course her reasons for e-shopping are largely what you’d expect (price, convenience), the sad thing about it is that she’s grown disenchanted with the shopping experience. And I can’t say I blame her.
This Christmas and Boxing Day, I wasn’t impressed with the meaningless “biggest sale ever” mantras being repeated by Australia retail giants. What exactly is so great about a 50% discount on a product that most likely already had a 300% mark-up on it in the first place? Online shopping is largely taking the blame for these stores’ dying customer base, though it’s clear that their response to this problem is not the solution.
If retailers are serious about contending with online shopping, they need to stop trying to beat them at their own game. They can’t wave the price and convenience flag, as these strengths fall firmly to e-shopping. What consumers are missing is the shopping experience - the equally social and primal joys of the hunt and gather process, which you simply can’t get in an e-store. If Australian stores want their customers back, they need to forget about the price wars, and improve (vastly) on what they used to take for granted - customer service.
Recently I was in a department store, browsing the shoe section. I was mostly ignored by the sales assistants, except for when I picked up a pair of shoes, and suddenly one approached me. She didn’t offer to find me a size, or ask if I needed any help. Instead she asked if I was interested in the new in-house credit card. I politely declined, and was rewarded with a cold smile and a “you have a nice day then”.
It’s this kind of attitude amongst most shopping hubs that makes the shopping experience an abhorrent process to so many people. Like my grandmother said, online shopping doesn’t have a friendly human face - but even purchase confirmation via email is more professional and helpful than most department stores.
If shopping were what it’s meant to be - an experience, not a chore - then people would make the effort. As it is, even my poor grandmother is reduced to trawling the internet for her sartorial needs. You never know; ASOS may need to debut a seniors collection.
Caitlin Porter
UM