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Instant gratification is stores’ major weapon

Whether we like it or not, online shopping is here to stay.

Whether we like it or not, online shopping is here to stay. With the disappearance of many familiar branded stores, I hope online retailing will not totally replace our much-loved shops. However, it has definitely been one of the factors in their demise.

Call me old fashioned, but when buying I like to look and touch the products, and thank goodness there are many others out there who like to do the same. Nevertheless, every once in a while you are forced to buy something online, but there are numerous issues when doing so.

First of all, how many passwords do we really need? Tell me I’m not the only one who gets annoyed at remembering what they are. I’m also surely not the only one who doesn’t print out the order confirmation form as my home computer isn’t connected to a printer. Also, after writing down the order confirmation code, as I can’t print it, I rarely remember where I then put it. And then I always forget my online banking code – what a nightmare that is. How many times do we really need to keep logging on and off to email accounts to get passwords re-sent?

It is so much more enjoyable to go into a store, have a browse, maybe collect your points, buy a new lipstick or smell other perfumes, pay for your goods and then go home and use them straight away – instant gratification.

However, us indies have to embrace online shopping to stay alive. One way is to participate in all the various social media interactions out there, communicating directly with customers and giving that personal touch – onliners have to be convinced that they aren’t just a number to make that purchase.

  • Charlotte Wilkie is co-owner of kidswear indie Charlie Barley in Brighton

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