Shopping vs buying online
After announcing an extension of the ebay venture earlier this month, GM is calling off the deal according to the Wall Street Journal.
While shopping online is a great way for consumers to education themselves, and businesses to provide valuable information, it is important to keep the distinction between shopping and buying in mind. There is a reason brick & mortar businesses continue to see the bulk of the buying… particularly for more involved purchases.
There are some things that the web can turn into commodities, and be a primary driver of sales. However, buying is not just about the “goods,” it is about the experience, the trust, and the belief that the person with whom you are doing business will back up their end of the deal. When you are talking about something as personal as an automobile, commodity transactions just aren’t in the mix. Franchisees, dealers, and local stores are the face of the company. GM’s experience is just one more reminder of this.
In case you have any doubt about just how personal this can get, consider this article in MediaPost. …
64% of pickup truck owners feel their truck is an extension of their personality… 40% have nicknames for their trucks.
