Companies have developed new virtual identities, fascinations, multi-face, and seductive to have real time customers being involved in this new life of companies. By creating an online present, companies reach their customers attention and emotions. It establishes a relationship through a screen of the company and customer. Companies use the term “love mark” to use the web for commercial purpose. They want to get their brands and products out to their customers as soon as possible and with the help of technology, consumes can interact. The interaction from both companies and costumers have an active participation throughout sharing content over social media. The shift from fashion blogger to fashion influencer happened because of the increase of online sharing. Everything can be at the fingertips of a customer and the changing technology world allows for creative content that draws the attention of a consumer.
Six Groups of Shoppers
Throughout a shopping experience, rather online or in stores, there are shoppers who are more likely to venture off to online. There are six groups, experimental and convenience shoppers are considered the best for online shopping. Both of these groups are not afraid or worried to try new stores and medias and are not concerned about their shopping structure. While the other four groups have no chance or low chance to shop online, they want to maintain their normal shopping structure. Social, habit, and ethical shoppers are more focused on the pleasure of shopping. These shoppers are shopping at the same stores, going through the same routines and do not stray from their paths. While these three are less likely to stray from their normal shopping experience, values shoppers fall in between store shopping and online shopping. Value shoppers are seeking for value of products and service quality rather than shopping for brands. These shoppers might stick to their own process, but as technology changed, consumers have to adapt to the changing shopping world around them.
Move to Online Shopping
Since the world of technology is advancing, companies are moving to online platforms to offer everything within the walls of the store to their customers screen in the comfort of their own home. While an online version of the store can be seen as a too big of change for some, it creates a sense of individualist and independency for the shopper. They do not care about changing their process to get the items they want or need. Costumers shopping online want items and products now. While it might take a couple days for shipping, but they can wake up, sit down in front of their computer and buy an item and have it on their doorstep within two days. They do not care about brands or websites, whatever store has the products they need, they will shop at.