In-Store Shopping Analysis

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Recommended: Online vs in store shopping

In the Wall Street Journal article “Why Can’t a Store Be More Like a Website,” Elizabeth Holmes dwells into the possible future of shopping by detailing some innovative changes being done by retailer Saks Fifth Avenue. As our involvement with technology continues to increase, Saks is presented with a dilemma that many retailers are being presented with today, and that is the issue of having high online views, with few purchases, and high in-store purchases with too few in-store visitors. In order to combat this problem, Saks has begun to develop various techniques to combine the best features of online shopping with the in-store shopping experience (and vice versa). To begin, Saks has taken a in-depth look into what features presented to …show more content…

As highlighted in the article, in-store shopping has provides various features that are difficult to replicate through the internet. Some of these features include the personal attention, advice, and even heightened sales, that are accompanied with in-store shopping. In order to bring some of these benefit to online shoppers, Saks has provided a means to chat with real sales representatives though their website and to even connect local shoppers with employees from nearby …show more content…

For instance, Saks has created a page with all their associates listed on it. On this page there is an “about me” section for each employee that highlights specialties and particular interests of the store’s representative. Not only does this allow customers to better find sales associates who can meet their needs, but it allows salespersons to better advertise themselves. Newly developed tools even allow sales persons to go so far as to directly comment on certain products, so customers can identify what sales representative’s opinions are on particular products. To ensure a proper implementation of Saks’ attempt to effectively blend elements of online/in-store shopping, Saks has also changed elements of what they search for in an employee. As mentioned in the article, interview assessments now consist of questions related to a interviewee’s ability to navigate the internet, and whether or not they are knowledgeable of internet trends and culture. Enforcing this criteria ensures that newly hired employees can stay abreast with the fast moving trends of the internet, as well as keep up with changes in the way people interact with the

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