Amazon opened its first bricks and mortar store in Seattle last month. The company calls the store (a book store) an “extension” of Amazon.com. An extension?
Online retailers are starting to see the benefits of actual physical spaces with human beings in them. The number one cited benefit is the ability to observe customers and get first-hand customer feedback (what are all those online customer “reviews” for?)
Another other explanation, which makes a little more sense to me, is that rapid delivery systems now allow consumers to come in and “touch and feel” products and receive exactly what they want delivered to their door a day or so later. This combined online plus bricks and mortar model allows retailers to avoid stocking every color and model of an items, while engaging in face-to-face marketing and delivering exactly what the customer wants in short order.
This trend, referred to as “omni-channel” marketing, highlights an element of branding that I would call “face with a name” branding. Trademarks are brand symbols. These symbols can carry goodwill with consumers. But how much goodwill can be developed without face-to-face interaction with humans? It probably depends on the product or service being offered.
Products and services that I would call mostly functional, can probably attract consumers over the Internet as well, or better, than they can in person. Efficiency is key to these purchased and I think consumers feel less emotionally invested (e.g. Microsoft products, carpet cleaning services, printer paper).
What I consider more “personal” products, the purchase of which includes an emotional element, are a different story (think birthday cakes, clothing, jewelry). It is hard for me to imagine how any online only brand would ever reach the same brand loyalty level that a company that offers human spaces for interaction (in addition to an online presence) would. Consumers are human and people who work in retail environments are human and at the end of the day, meaningful experiences (including purchases) are anchored by human connections.
Now what does this mean for online bloggers?