E-Tail Raises Expectations
When Bill Cosby did TV commercials for the financial services firm E.F. Hutton, the tag line was simple but telling: "Because ... it's my money." Not just a low price, but also customers' confidence that they won't regret the "bargain,**When Bill Cosby did TV commercials for the financial services firm E.F. Hutton, the tag line was simple but telling: "Because ... its my money." Not just a low price, but also customers confidence that they wont regret the "bargain," are what it takes to turn e-tail shoppers into buyers. With my recent consumer electronics purchase, I found myself disenchanted with local sources on two grounds. First, the salesclerks knew less about the product than I did. Warning to brick-and-mortar sellers: Buyers today know everything on the manufacturers Web site and more. Your personnel must match that knowledge or have it available on demand.
Second, the local stores didnt bother to stock obvious adjuncts like carrying cases, in contrast to well-designed Web sites such as www.thecameraclub. com that offered hyperlinked lists of typical accessories. Another B&M warning: The convenience of same-day gratification is drastically offset by the need to go on a scavenger hunt for the rest of the desired package.