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Chapter 5. Anatomy of the e-Shelf > The Cost of Convenience

The Cost of Convenience

Depending on the channel, customers have shown a willingness to adapt to new shopping methods as long as the benefit outweighs the investment and the risk, either real or perceived. But if the payoff for shopping online is convenience and speed—and the process becomes frustrating and slow—shoppers will abandon the method. That's why developing the basic structures, applying new online merchandising techniques, and developing and using new tools specifically designed for this channel are survival requirements.

Many customers in our research studies commented that they would go to a retail store instead of continuing to search for products on a confusing website. Their willingness to do so indicates how much they are willing to do to avoid pain—in this case, the pain of shopping online at that unrewarding website.


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