Shopping Online: Are Brick and Mortar Stores a Thing of the Past?

Take a walk through any mall; there are several empty store fronts. From small boutiques to large big-box retailers who have been around for years, the present economy just cannot support business. The massive conglomerate marts are providing everything from textiles to groceries therefore eliminating the need for specialty shops. Mom and Pops are forced into early retirements and the local corner store has become a thing of the past.

The downturn in the economy has made consumers more conscious of their shopping habits. No longer are trips to the store to browse or make impulse purchases necessary, pennies and pounds are being watched and spending has all but ceased. Bargain hunters are reconsidering what really is a good deal and more are researching products before purchasing to determine if the item is not only a good deal, but will also not need to be replaced in a few years. Consumers are getting smarter about purchases and are demanding quality products and more bang for their buck.

Online retailers are hopeful that customers will shop more online while they are limiting trips to the brick and mortal stores. Enticing shoppers with free shipping and discounts, special offers and "online only" items are all methods retailers are using to keep consumers in their brand even when they are not physically shopping their stores. Instead of aisles and aisles of well-displayed products screaming for attention, online retailers are finding new, creative ways to get their product in view of potential buyers.

Websites have become the new face of industry and a well-designed website is detrimental if a company wants to remain profitable. Developers know that the key to customer retention is making navigation on their websites easy to use and understand. Users do not want to search for products only to be sent in a continuous loop or not find a product because what they would call an item is not exactly what the item is actually called. Users also do not want to be limited to what is available; they want all the brands and all the products they would find in a physical store also available online at one website without having to order from multiple sites. Product availability has to be an important role for online shoppers.

Check out has to be secure and painless as well. Users still are not comfortable giving their credit card information over the internet. Too often we hear of internet identity fraud and credit card companies are taking the heat for not securing their own databases. The potential purchaser wants to know that their information is safe and will not be compromised. Secure payment processing is a must and users will look to their browsers to be sure that a page is secure before purchasing. If a customer is not satisfied with their level of confidence while shopping, a website may often find that the user has abandoned shopping carts and did not complete the purchase.

While businesses have downsized into large warehouses and no longer have overhead from physical stores (rent, employees, utilities, and maintenance), one would think it would only be economical that the savings be passed onto the consumer. Often this is not the case, shipping costs, if not already charged at checkout, are absorbed by the company. Websites that charge for shipping are frequently overlooked for those who do not charge for shipping or offer free shipping with quantity purchase. Taxes have also become a hot topic for discussion as many states are now requiring that an online website charge appropriate tax based on shipping address or business location.

Online shopping has become more of a convenience allowing shoppers to shop at any time of day, at any place (thanks to web-enabled portable devices), and yes, even in one's underwear. If a company wants to stay in the business world, they are going to have to adapt to what the consumer demands and continue to change with the economy.