Czech companies combine online and offline sales for the ultimate experience
In today’s dynamic retail world, customers have more shopping options than ever before. Online shopping has radically changed the way we acquire goods, but traditional brick-and-mortar stores still hold their place. This article compares online and offline stores and examines their advantages and disadvantages to provide a complete overview of both sides of the business process.
Offline stores: An irreplaceable personal experience
Physical stores offer customers a personal experience that online shopping can’t quite replace. Using the right lighting, colour schemes and scents can enhance the sensory experience and reinforce the brand image. “Every e-shop welcomes a brick-and-mortar store. Customers can physically see and test the goods in person, which is not possible through an e-shop,” says Jiří Stabla, founder of Stabla Cannabis Pharmacies and Brand.
Omnichannel approach.
Many companies today are moving to a model of linking e-commerce with brick-and-mortar stores, which allows them to offer customers a seamless and comprehensive shopping experience. This strategy combines the benefits of online and offline shopping to enhance customer convenience and satisfaction. “The cost of this strategy can vary – from zero to million-dollar investments,” explains Jan Skovajsa, CEO of myTimi and Bondbot.
The key to efficiency
Linking online and brick-and-mortar stores requires the right technology tools to effectively connect the two sales channels. The right solution can significantly improve the efficiency of business processes and bring a competitive advantage. “The key is to define the requirements and select the right tools in line with the vision of the business. If you have the right e-shop and ERP system, the connection can be relatively inexpensive,” says Tomas Vacek, partner at advertising and marketing agency Contexto.
Generational differences and pricing policy
The price of goods is influenced by many factors, including the cost of production, distribution and sales. Commercial space rent, energy and labour costs are reflected in the final price of goods, which is crucial, especially in a highly competitive environment. “The preference between online and offline commerce varies by generation. Generation Z, which grew up with smartphones, prefers online shopping,” points out Ondřej Tyleček, CEO of creative agency Fairy Tailors.
Understanding these differences is essential for effective customer targeting and achieving a balance between online and offline sales.
Zdroj foto: Marketing strategy-freepik
Author of this article
WAS THIS ARTICLE HELPFUL?
Support us to keep up the good work and to provide you even better content. Your donations will be used to help students get access to quality content for free and pay our contributors’ salaries, who work hard to create this website content! Thank you for all your support!
OR CONTINUE READING