Imagine that a customer walked into your store and spent $100. A few minutes later, another customer comes in and spends $500. Of these two customers, which is more valuable to your business? At face value, it’s easy to choose the latter. After all, they just spent $500 while the other only spent $100, right?
Ever since it stopped being the ‘only’ shopping channel, brick and mortar has been struggling to find a sound value proposition. As we mentioned in our previous post (and it’s definitely worth repeating) it’s no longer enough for brick and mortar to present itself as the offline version of what’s online. It’s useful and sometimes necessary to shop for items in person.
I have a confession to make. For all that we’ve talked about the importance of unboxing on this blog (and in upcoming episodes) I don’t really care whether or not I get an unboxing experience when I shop online. Considering that Sippin’ in Shippin’ is all about enhancing the customer experience, that statement is probably a bit counterintuitive.