Starting an Online Business All-in-One For Dummies®, 3rd Edition

Comparing Online and Offline Customers

When you launch an online store, your ultimate goal is to change the way your customers shop. Whether that means getting them to buy more or buy more often, you're hoping that your online store provides the incentive to make that change. But before you can change your customers' behaviors, you have to understand them, especially in the area of e-commerce.

Once accidental or happenstance, most online shopping is now quite purposeful. Your customers are making a conscientious decision each time they make a purchase online. To better understand their decisions, compare some of the reasons why your customers might shop in your store (real customers) as opposed to shopping online (virtual customers).

Customers showing up in your brick-and-mortar store expect these features:

• Security: Your customers may think that shopping in your store is more secure than giving out credit card information on your Web site.
• Guaranteed delivery: Sometimes, purchasing a product is a timesensitive issue. If customers need an item in their hands by a certain time or date, shopping online may become an afterthought. This need-it-now mentality is especially true during a holiday rush.
• Instant gratification: Waiting for a product to ship isn't everyone's idea of shopping. Sometimes, customers need or want an item immediately, and shopping in a store gives that instantaneous gratification.
• Loyalty: The customers are familiar with your store and feel a connection. They ...