More than just e-Commerce, the Internet is now a strategic tool for companies.
Shopping as a sensory experience
Have you ever stopped to watch a group of eager shoppers in the midst of sale fever? They approach the display where all kinds of garments are piled up in a messy hodgepodge. They choose one, spread it on the pile, stretch it to check the elasticity of the fabric. They touch it again and again to perceive the softness and feel of the fabric. They lift it up and tilt it in front of the light to see how it affects qualities such as brightness, color…. See, touch, smell… A computer screen is only capable of representing the visual appearance of an object, and even then only very imperfectly: the image is flat, usually motionless, and any resemblance to the actual color of the object represented is purely coincidental. Does this mean that if our item is not software, books or electronic gadgets we cannot get any benefit from the Internet? Nothing could be further from the truth. By applying a little common sense, it is possible to extract a great performance from our website, even if we do not sell directly through it.