Shopping my way
Dear Gerry, DJs, Myer and other retail dinosaurs,
I love living in the 21 Century. I love shopping online.
And I think you’re missing the point of the shift to online shopping. It’s not always about the price. And it’s not about the tax.
For me it’s about convenience. Shopping when it suits me. Doing it my way.
Let me give you a few examples:
I did all my Christmas shopping online last year. It was so easy.
I bought t-shirts (for their quirky designs) from the States and had them shipped by standard post (because I had time); a magazine subscription directly from the overseas publisher; presents for my favourite (only) nephew at the Australian Geographic online store (at 9pm on a Sunday night); the ABC online store delivered DVDs and CDs within a couple of days (also ordered ‘after-hours’); iTunes vouchers for the digital natives; and a few clothes from SABA (great clothes, & their sizes are reliable enough not to need to try them on).
And those difficult-to-buy-for family members, who require discussion and much thought? The options were discussed, agreed and selected together from the couch – conversations about colour and musical tastes were resolved together.
And, that was the Christmas shopping done … no malls. no crowds. no queuing to pay.
On holiday on the South Coast in the new year, I went to a BBQ. I met an interesting woman, who is a novelist. I hadn’t read any of her books. The next morning (a public holiday) I went online to find out more … and bought two of her books.
Now, if I’d had to wait until I was back in Sydney to find the books, I probably wouldn’t have got them. I would have come back to work. Forgotten about the books. Remembered late at night. Thought “I must try the bookshop at lunchtime tomorrow”. Promptly forgotten again …
Speaking of work: the first day back in the office, was the start of the Peter’s of Kensington sale. I couldn’t get to Kensington, but I could go online. And online I went to purchase something I’d been salivating over for 12 months. This time price was a factor – I saved more than 50% of the RRP.
So, Australian retailers – get with the program. I’m too busy to shop on your terms. Don’t make me come to you every time.. Make it easy to spend my money with you and I will shop from you not someone else…Let me shop in the evening, on the couch with a glass of wine in my hand… Trust in your brand – put as much faith in your brand as I do (I’d rather buy from a local, trusted retailer)… and you’ll find I shop with you. And I might even come into your stores – but only when it suits me.
