Clicks Vs. Bricks. Limiti del commercio elettronico

Mentre può essere soddisfacente acquistare un computer o un libro su internet, potrebbe essere meno attrattivo comprare vestiti o altri prodotti per cui provare o toccare è essenziale. Il problema dell'input tattile, e recenti studi lo dimostrano, è uno dei fattori che più scoraggia i consumatori dall'acquisto di prodotti online. Sembra inoltre che le donne diano maggior peso all'aspetto sensibile. Sebbene molte compagnie abbiano una politica piuttosto flessibile riguardo la resa dei prodotti, i clienti mal digeriscono ulteriori noie dopo l'arrivo della merce, specialmente a seguito di una delusione circa il materiale dalle proprietà inferiori a quelle desiderate, la taglia errata o, più semplicemente, il colore non esatto. Ad ogni modo, i vantaggi indiscussi di internet potrebbero spalancare opportunità a categorie merceologiche come i vestiti da cerimonia, in cui i consumatori avrebbero l'opportunità di personalizzare il design a proprio piacimento. Un business di questo tipo potrebbe essere particolarmente attrattivo per tutte quelle persone che si sentono a proprio agio con la nuova tecnologia e posseggono gli strumenti per acquistare online, hanno già acquistato vestiti online e passano del tempo regolarmente su internet. Molti dei futuri leader nell'area retail saranno coloro che avranno saputo creare un alto grado di sinergia tra vendita online e offline. I negozi in calce e mattoni dovranno lavorare duramente per offrire agli acquirenti qualcosa che non possono (ancora) prendere dal mondo virtuale, per esempio, uno stimolante e piacevole ambiente multisensorale. In sintesi, avranno bisogno di costruire legami emozionali con i loro clienti attraverso il design coinvolgente del punto vendita e diverse strategie promozionali.

Source: Adapted from Michael R. Solomon and Elnora W. Stuart, Welcome to Marketing.Com: The Brave New World of E-Commerce (Englewood Cliffs, NJ: Prentice Hall, 2001).

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