Sam Benton discusses Catalogue and Home Shopping retailers, and explores the opportunities that their online presence offers to both themselves as retailers, and to all of us as consumers.
Copyright (c) 2007 Sam Benton
Psst… You may not be aware, but there's been a very welcome shopping revolution.
In the space of fifteen years, retailing has blown away the centuries old notion that shopping should be confined to the hours of 9 to 5, six days a week. If you were lucky, there were some retailers who offered late night shopping until 8 or 9 on a Thursday (and I do mean lucky!).
Incredibly, some smaller retailers closed half day on a Wednesday and at least one major department store (John Lewis) closed all day Monday because their staff worked Saturdays.
As for Sunday, you didn't even think about it.
In the space of fifteen years, the retailing landscape has changed beyond recognition. Today, only the sleepiest of village shops would dream of closing half day Wednesday and most retailers now have extended opening hours, with Sunday trading almost standard amongst the supermarkets.
Take a trip into town on a Sunday and you'd be hard pushed to find any differences in the number of shops open for business to those open of a weekday or Saturday.
Clearly retailing has come a very long way in the last fifteen years, but if you think traditional bricks and mortar trading has changed, take a look at Catalogue and Home Shopping.
Put simply: The Internet has revolutionised retailing.
The discerning shopper can now choose when they want to shop, and is certainly not constrained by strictly observed opening hours. 24 hour shopping means exactly that. The internet never sleeps and it is now possible to buy (virtually) anything online and have it delivered to your door (if you so desire).
It's not too dramatic to say that Home shopping has come of age in the 21st century, with massive wins to be had for those of us who lead very busy lifestyles and work long hours. The crazy rush and congestion that occurred every Saturday on every high street in the land, has thankfully, if only partially, been alleviated by the two pronged attack of extended trading hours and days, and the online transition and development of Catalogue and Home Shopping.
21st century shopping has become an increasingly sophisticated experience with customers demanding a better quality of service than ever before. Having more choice and more retailers to choose from, means that Catalogue and Home Shopping businesses have to stay on their toes and ahead of the game, in their bid to convert browsing customers (from the comfort of their armchair) into buying customers.
The slow and painful decline in Catalogue and Home Shopping has forced many such retailers to really focus on what they offer and almost without exception there is a dawning realisation that the internet presents an opportunity to spectacularly reverse this trend.
With the right vision and creative approach Catalogue and Home Shopping retailers have the opportunity to reinvent themselves online while retaining their core strengths. Addressing fashion trends, niche markets and busy 24 hour lifestyles is the key to online success, and like never before, fortune really does favour the brave.
In short, you and I can expect more choice, better service and even more convenience from those retailers who decide to join the online shopping revolution.
As always, Happy shopping.
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