You are driving to the mall, trying to find a parking spot in an endless lot, fighting over the one shirt in the right size at the crowded store, and finally, you are waiting in the infinite line for the fitting rooms. Why do all that when you can simply go shop online?
This is the new social trend which is taking over our shopping experience. Costumers feel more comfortable and efficient when they can click on the product they are interested in while sitting at home, and after couple of days get their purchase in the mail. It does not get more convenient than that. Or does it?
Wal-Mart, the world’s biggest retailer, came up with a new online program called “Pick Up Today” which is expected to increase online purchases and store sales as well. This program enables customers to choose from thousands of products online and receive a text message when their buy is ready for a pick up at the costumers’ local stores. This new marketing tool is handy for the shopper who gets free delivery to a close to home location, and is ultimately beneficial for the store as well. By requiring the buyer to physically enter the store, Wal-Mart increases the flow of customers and eventually increases its sales.
Interestingly enough, there is a paradox in this marketing method. Wal-Mart relies on customers to be constantly connected and shop online. Yet, Wal-Mart developed this application to enhance its at-the-store purchases in addition to the online buys. This recent marketing innovation represents the balance our society seeks of “old-school” habits and new technology. After all, every form of life on earth has to reach equilibrium at some point. As a society, we need to find a way to maintain our traditional life style while still pushing for higher life quality. This juggling around of events will eventually lead us to an ideal equilibrium.
