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Online vs. in-store shopping - one publicist's experience.
By:Serge Gurin I have recently been in the market for a new messenger bag. Since my time has been limited, I decided I would browse online to see what brands I liked and where I could buy them. Don’t get my wrong, I love my Tumi, but it can be too large for my needs. I wanted something smaller and more casual. I prefer a designer bag (or at least “designed”), a good price (around $300 for a designer label –OUCH, I KNOW – and under $100 for a non-designer brand), highly functional and of good quality (it MUST last).
It’s been a couple of years since I shopped online. I remember it used to be easy to shop with sites full of functionality and images. I’d simply point, click and be done… but not anymore. I went through many sites and found very few that had decent stock, site functionality, product details or even an option buy them! I visited: Bloomingdales.com, LouisVuitton.com, Prada.com, Macys.com, Barneys.com, SaksFifthAvenue.com, JackSpade.com, ManhattanPortage.com, Bluefly.com, Gucci.com and Diesel.com.
Ability to see products: Loser: Prada. Their website doesn’t even have a product list, merely a fashion image on their home page. I couldn’t even see the latest collection or where to find a store. It was definitely the worst site in my shopping tour. Winner: Gucci. Their website had a complete selection of all of their products. However; I recommend they show more angles of the bags and what they look like inside.
Ability to purchase products: Loser: Obviously Prada, but also Diesel. Diesel had images of their products but no shopping cart or prices. Worst offender: Diesel. If you’re going to show your products, at least give a price and a way to buy them. Winner: Manhattan Portage and Bluefly, clear shopping carts that seem to work. Since I didn’t complete my purchase, I can’t comment fully.
Functionality: I was shocked to see poor functionality on almost every site. I wanted to see close ups as well as the insides of each bag. The only site to offer this option was ManhattanPortage.com. The worst offenders: Everyone, but particularly Macy’s was the worst. I couldn’t even figure out how to narrow my search to only messenger bags. Winner: Manhattan Portage. Runner-up: Jack Spade, which gave a close view of the products’ details such as stitching, clasps and logo; unfortunately no close ups on the inside of the bag.
Selection:When looking at these sites, I wanted a large variety of different bags. I’ve been to nearly all the brick and mortar retail shops and I know they have a large selections. Worst offenders: Bloomingdale’s, Macy’s, Barney’s, Saks because they are all department stores that had only a piece of their goods available online. Winners: Bluefly because of the great selection of Prada. However; they had no other brands. Manhattan Portage and Jack Spade both had a great selection of bags in various shapes, sizes and uses.
In the end the winners for best site are Manhattan Portage and Jack Spade. I’d like a bag that is more designed than Manhattan Portage so I might go for a Jack Spade but I will swing by Bloomingdale’s on my way home.
As countless media reports are informing us, soon coming is "Cyber Monday," the day that supposedly kicks off the online holiday shopping season. The brazenly cynical coinage of "Cyber Monday" was recounted here last year, when the masterminds at Shop.org saw "an opportunity to create some consumer excitement" by anointing the Monday after Thanksgiving with a new title modeled on "Black Friday." The idea was to make "Cyber Monday" a kind of self-fulfilling prophecy, boosting online sales on a day that had previously ranked as only the twelfth busiest on the shopping calendar.
So how much did last year's "Cyber Monday" hype pay off? Depends who you ask. According to press accounts relying on statistics from Shop.org, the Monday after Thanksgiving was the second biggest day for online retail sales in 2005. But as far as I can tell by Shop.org's holiday shopping report, all they can actually claim is that Cyber Monday received the second-most votes in a survey asking retailers, "What day during the 2005 holiday season represented the largest amount of revenue from sales?" Market research from comScore suggests that Cyber Monday was in fact the ninth busiest online shopping day last year, with $485 million in transactions. That paled in comparison to the real peak two weeks later: Dec. 12, 2005 saw $556 million spent online.
Just to confuse matters further, a company called Coremetrics says that the zenith of the online shopping season occurs not two weeks after Cyber Monday but one week after, or December 4 on this year's calendar. A Nov. 6 press release from Coremetrics seeks to debunk the "marketing myth" of Cyber Monday and introduces yet another neologism for what the company believes will be the busiest online shopping day: "eDay." In this battle of marketing coinages, "eDay" has certain advantages: the snappy "e-" prefix is a bit more au courant than "cyber-", William Gibson fans notwithstanding. (Really, when was the last time you heard anyone refer to "cyberspace" unironically? It sounds so Matrix-y and Y2K-ish.) Plus, "eDay" has triumphal resonances with "V-Day" and "D-Day."
But I wouldn't count on "eDay" gaining the neologistic upper hand over "Cyber Monday." Media commentators have firmly latched on to the "Cyber Monday" concept, even as they acknowledge that it isn't really the busiest online shopping day of the season. Perhaps writing about Cyber Monday helps fill the post-Thanksgiving lull in the news cycle, and it's an easy followup to the boilerplate "Black Friday" shopping stories. I would also expect online retailers to continue transforming Cyber Monday into a legitimate shopping event by offering all sorts of sales and promotions for the Monday after Thanksgiving. It could take another year or two, but the self-fulfilling marketing prophecy of Cyber Monday might still come to pass.
