This research paper will compare and contrast the characteristics of the traditional brick and mortar (B&M) shopper with those of the online shopper. Additionally, research will identify the similarities and differences between the virtual and the real-world customer. Distinguish the difference between the world of e-commerce and the real world in terms of customer communications. Determine which traditional customer communications can and cannot be successfully ported to the world of e-commerce. Assess what new communications techniques are uniquely available in the world of e-commerce. And demonstrate how the use of multimedia technologies creates effective e-commerce websites. Discussion of customer communication strategies and real-world examples will be presented. 4029357733
Compare and Contrast Models
Brick and mortar shoppers go to a specific building to purchase merchandise. The location has a physical presence which allows for customers to have face to face communication with employees. Online shoppers are able to log on and search for items and make purchases from the comfort of their own home. Online shoppers have some advantages to brick and mortar shoppers for this reason.
Several factors can be used to compare and contrast differences between brick and mortar shoppers and their counterparts. Pricing will have an impact due to unavoidable expenses such as travel. An online store has very little overhead. This allows the cost for retail display space, and storage costs to be minimized. Additionally, online shoppers can do factory direct. This further reduces the warehousing costs. This allows the online shoppers to take advantage of additional savings made possible by avoiding these additional costs. Brick and mortar stores will incur unavoidable costs. A location must be erected involving utility expenses. A brick and mortar store will need to hire employees thus wages would also be involved. Maintaining the location will bring additional costs as well. In addition, theft may also be a factor. These factors may make the cost on a shopper higher than an online shopper.
Selection will vary online as compared to the local needs and demands of brick and mortar stores. Online stores usually specialize in a particular area. Due to this specialization it may be easier for an online shopper to find hard to find items that may or may not be available in a brick and mortar store. Online shoppers may find more items due to the international demand of different items. Both men and women can choose from online items. On the other hand, brick and mortar locations are more dependent on local demand. If the demand in Miami for coats and jackets is minimal as compared to New York, then the brick and mortar shopper in Miami will find fewer choices at higher prices. Additionally, many items in a brick and mortar store may only be offered seasonally. This would have negative results for a shopper looking for items out of season.