Yesterday I received an e-mail from mytheresa congratulating me for being upgraded to premium customer. Hm. I wasn’t sure this is exactly a good thing. My online shopping experience started two years ago – while being in the office I noticed all my colleagues receiving all these packages. At first I didn’t pay any attention to it and then, one Friday – being almost 7PM and I still at my desk – I asked the girls to introduce to me this shopping world as I need a dress for a wedding and I knew I won’t have the time to go to the stores – not to mention the stores close at 18:30 in Vienna and I work until at least 19:00. The next thing I knew is getting a package at the office. Yay – so excited! It’s so nice to receive something – even if I paid for it myself.
So, online shopping. I find it very convenient mostly because of my schedule.
Since I started shopping this way, I never returned an item, I only exchanged one pair of shoes once and that was that.
Quality is important so I always look at the material no matter if I shop in a brick and mortar shop or online. I never buy a polyester or whatever other plastic fiber clothes, unless it’s a combination of at least 70% cotton/silk/wool, etc. and then I know it will feel great and won’t look bad. I know my size perfectly, which I believe it’s always important and I always check the “size & fit” tab.
Nevertheless, even though the online services are great I still prefer going to the shop. It’s of course another experience, especially when you shop in a luxury flag ship store. The only thing to consider here is the type of shopper you are. There are those who like to look around, try on things, think about which item to choose, etc. Then there are those who know what they want and go just for that and don’t spend another minute or thought on other items (this would be me). There are also those who are shy going into a luxury store (even if they could afford the entire rack of clothes) and there are those who want to have the collection NOW without waiting for the shops to bring it in (think logistics and Moda Operandi + the women of the Emirates).
Anyway, looking at advantages and disadvantages thought it depends: online you can shop 24/7, no schedule required. At the shops you can only go when they are open so you have to schedule them in your agenda. Then there’s this thing of never finding what you are looking for when going shopping, either the collection is not in yet, or your size is gone, or they don’t bring that brand in the shop, the brand doesn’t have its own flagship store in town etc, etc. Then again, online you can’t touch the clothes, you can’t try it on the moment you see it, you have to wait 2 days to have it delivered (which is not such a bad thing), have to send it back if you don’t like it, etc. But the online shops are trying harder these days to enhance the customer experience, to make the customer come back and of course, to gain the customer’s trust. One time I shopped online at Prada and they called me to check the order, to check if it was me who placed the order, to make sure the delivery address was correct and all this. In the store they never once asked me for an ID when I gave them my credit card. Which is fine, but you never know…
At the end of the day, we could make a SWOT analysis of the online vs. brick and mortar shopping but that’s not the point. Everybody should shop the way it fits their lifestyle best. For example, my husband doesn’t like online shopping, he’d rather take some days off and make it all about shopping in the traditional way. I would get bored.