The needs and demands of people are changing day by day. The demographics, locations, lifestyle and other factors play a major role in this. At the same time, the demands vary from person to person. Some people like to shop from the online retail market sitting anywhere and at any time. On the other hand, some customers feel rather physical stores are better as they can see, feel and try out the products themselves (Pauwels & Neslin, 2015).
However, both these markets take different straitens to attract customers. The brick and mortar stores keep a salesperson or an associate who helps customers in choosing the items. This is really helpful for customers. On the other hand, the e-marketing sites provide the size chart with detailed specifications. They are handier as people can access them through smartphones even if they are not able to go to any physical store. Brick and mortar stores might improve the in-store experience by improving shelf availability. On the other hand, there are people who want to avoid waiting or walking for a long time in crowded physical stores. They prefer online retail as they can comfortably sit at home and shop as per their choice (Kukar-Kinney & Carlson, 2016).
The online markets provide the home delivery system to drop the item at the desired location of the customer. However, this facility is not available in case of brick and mortar stores. Similarly, some customers may feel the delivery charges are high enough. For this reason, the online retailers often offer discounts and also free shipping. So, both brick and mortar and online retail have their own pros and cons. They are constantly trying to upgrade themselves as per the changing current trends.
Kukar-Kinney, M., & Carlson, J. R. (2016). Consumers’ Perceptions of Online and Bricks-and-Mortar Advertised Price Promotions. In Celebrating America’s Pastimes: Baseball, Hot Dogs, Apple Pie and Marketing? (pp. 783-783). Springer, Cham.
Pauwels, K., & Neslin, S. A. (2015). Building with bricks and mortar: The revenue impact of opening physical stores in a multichannel environment. Journal of Retailing, 91(2), 182-197.