Comment: It could work... (Score 1) 532
Or it could totally back-fire.
This knife cuts both ways... Yesterday I spent $300 at Best Buy because of "showroom"ing I did on Amazon (products, reviews), youtube (reviews, and video suggestions pointing me at other products oddly enough), and various google results. I planned on going to Target next, but Best Buy had both the items I was interested in.
I bought it at the store for one primary reason: I wanted it on Sunday, not Wednesday. (Note "wanted" not "needed").
I also bought it for a secondary reason: the product in question is audio speakers and I was worried that my primary choice would not have the audio quality I hoped for. At the store I was able to listen to them, determined that indeed I didn't like how they sounded, so I got my second choice. I could have done this all over the Internet, but that would have meant that it would have taken a week to resolve, with ordering, returning, ordering second choice. While I was there I bought a bag that I had also found online and just had not yet ordered, and a cable I needed to go with the speakers.
I'll admit that I mostly shop online. I've come to hate going into the store. Seems like about half the time I go in looking for something specific beyond the "staples", I find out they don't have it period or don't have it in stock. Then I feel like I've wasted gas and (more importantly to me) time hauling ass to the location to not end up getting something. For almost everything I get, I can wait a couple of days to receive it.
Shopping online has many compelling benefits, price is sometimes one of them, but often not THAT much of one. I also get to choose among, everything in the world versus the 2 or 3 choices I may get in a local store. I get to easily see what other people are saying about the different choices, I definitely don't get that in a store. I get to shop whenever is convenient for me, I'd guess that half of what I buy online I buy outside of the hours of 10am-9pm; I can buy it and be done with it rather than queue up a trip to the store to buy it later. Also, I don't have to spend 30+ minutes plus gas driving out to the store, or 10+ minutes if I'm already driving by the store.
Personally, I think the retailers should leverage their locations to get me my shit faster. I almost never buy from Target, Wal-Mart, or Best Buy online. Usually it's Amazon or New Egg. Now, if I could buy something online, and have them have a deal with UPS or have their own couriers bring it by my house the next day, that would be compelling to me. Their brick-and-mortar becomes a mini distribution center, and the products come bulk/freight to the local stores, then use UPS/FedEx/TargetExpress for the "last mile".
I call this "click-and-brick".