Shopping has always been an important part of humankind since the olddays where people traded goods for goods. The fast changes in timeand technology have seen great advancements in the shopping sectorgiven that it now involves online shopping as opposed to thetraditional mode of shopping. This material is a brief analysis ofhow online shopping and purchasing differs from the traditionalhands-on method. It will use Netflix as an example.
The traditional mode of shopping involves the direct interaction ofthe buyer with the goods and the sellers. An example is the dailygrocery shopping trip where one goes into the supermarket, takes ashopping cart and pushes it along the item shelves as they pick upwhat they need and put it in the cart. Once the shopping is done, thecustomer proceeds to the teller where payment is done (Ashraf,Thongpapanl, & Auh, 2014). Verbal interaction can also be made atthis payment point. So, traditional shopping involves a lot ofphysical interaction from start to finish. Online shopping, on theother hand, involves little or no interaction of the customer withthe outside world. All that the customer has to do is simple sitbehind a computer or smart phone and do his shopping. Shopping inthis sense involves the use of an electronic cart where, just likethe traditional carts, the customer can place his selected items.Unlike the traditional cart, the online cart also allows the customerto browse or to window shop. The customer does everything, includingthe payment, from the comfort of his or her home, and all they haveto do is sit back and wait for delivery (Poyner, & Stephen,2015).
Electronic commerce (online trade) has quickly risen in ranks interms of customer relation and marketing strategies, thus making it asought after tool in many leading organizations today (Ashraf,Thongpapanl, & Auh, 2014). Netflix has been able to become thebillion dollar company that it is today by embracing e-commerce andkeeping up with the constant technological advancements. Since itsstart, Netflix has been able to remain at the top by always ensuringcustomers satisfaction. Traditional shopping involves a situationwhere the customer gets to see and touch what they are purchasingbefore deciding on whether or not it is what they need. Intraditional shopping, the customer has to be satisfied that that isindeed what they need before they make a purchase (Smith, &Clinton, 2015). Netflix has been able to address this need forsatisfaction through e-commerce personalization. This strategyinvolves keeping a record of its customer’s preferences andratings. Netflix allows users to have profiles that can help themkeep track of their entertainment history and recommendations thatthey may have. Once the customer has selected his movies and put itin the electronic cart for purchase, the information is stored. Usingthis information, Netflix can also give recommendations based on thecustomer’s records.
The most important aspect of online shopping is that customerinformation can be stored for review, thus removing the need forconstant decision making that traditional shopping entails. Netflixhas been a true embodiment of this factor, thus maintaining itsrelevancy in the entertainment industry.
Ashraf, A. R., Thongpapanl, N., & Auh, S. (2014). The applicationof the technology acceptance model under different cultural contexts:The case of online shopping adoption. Journal of InternationalMarketing, 22(3), 68-93.
Poyner Lamberton, C., & Stephen, A. T. (2015). Taking Stock ofthe Digital Revolution: A Critical Analysis and Agenda for Digital,Social Media, and Mobile Marketing Research.
Smith, A. D., & Clinton, S. R. (2015). ECommerce AND ITS IMPACTON EXPECTATIONS OF CUSTOMER SERVICE AND QUALITY CONTROL. ADVANCESIN BUSINESS AND MANAGEMENT, 1.
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