Posted on April 14, 2008
Why Offline Shopping is Sometimes Better than Online
BY JENNIFER EUBANKS
Last week Ed Kohler of Technology Evangelist posted some interesting thoughts on when offline shopping beats online. Although online shopping is becoming increasingly popular, and is indeed my favorite way to shop, I have to agree with him on his points--especially the one about proactive help.
Offline, salespeople are always roaming around looking for people who might need help, and if they aren't, they are generally easy to spot to ask for assistance. Online usually requires a few more hoops to get to an online chat--assuming you're shopping during hours where they have someone available. In the event that you are unable to chat with someone, your only option is usually to email someone. Of course, you do usually get a response, but that can take a day or two. What if you need an answer right now?? This is definitely an instance where offline has the upper hand.
Another factor that Ed didn't mention, but one that is most important in why I even do any offline shopping at all is that of sizing. Women's clothing is notorious for coming in seemingly arbitrary sizes. Even if you know your measurements, you still have to do a bit of guesswork to figure out what size you might be in a particular designer's clothing. Not to mention, you simply cannot get the same idea of how color and shape of some clothing will look on you without trying it on. Sure some sites offer those cool little applications that put the clothes on a couple different generic body types, but most people don't fit exactly within one of those forms. There's also something to be said for being able to see how it fits on you as well as feel the fabric and whether or not it is comfortable.
And don't even get me started on shoes. While I tend to be the same size, I know many people who vary quite a bit depending on the brand and type of shoe. The issue of comfort is also something you can't know until you've tried it on. You can read reviews and see if the sizes run true and how they felt for the majority of people, but it's still no guarantee.
Sure, online sites tend to offer excellent return policies, and while I prefer the amount of laziness that online purchasing affords me, returning items infringes on my lack of effort. To return something often requires calling someone for an authorization number and then contracting a shipping service to take your package. Either that or a trip to the post office. All in all I feel it is far less hassle to return something to an actual store, something that is often not possible depending on where you made your online purchase.
I'm all for online shopping, and it is indeed how I purchase the majority of holiday and birthday gifts for my friends and family. When it comes to certain items such as apparel, I tend not to want to make the purchase unless I am very sure I know how it will fit or am able to return it to a nearby store. While online shopping is popular for good reason, there are still some key points where, for me, it can't replace the immediacy of the offline realm.
Like a lot of people, I will often go to the physical stores and research items, try them on for sizing etc... and then find the best deal online, but usually feel guilty for having 'used' the local store and sales people.