EXCERPT

It is very easy to make inaccurate assumptions and bad decisions unless we carefully examine the differences between Offline and Online…

While in our hearts we know that shopping on the internet IS different, it is easy to forget to analyze what those differences are and how they translate into running an Online business successfully.

Take the Offline action of shopping…

Someone enters a store, looks around — may or may not check a shopping list – picks out a few items, purchases them, and leaves…

We do realize that entering a web site and purchasing Online IS a very different process from entering and purchasing from a brick and mortar store. However, we need a careful analysis of BOTH the Offline and the Online experiences. Without examining BOTH, we don’t have enough information to craft successful Online strategies. 

In most cases, the missing piece of the puzzle is a lack of understanding about what is actually going on inside the Offline shopper’s mind. If we don’t know what the Offline shopper is thinking and how those thoughts are processed, we don’t know what information we need to provide the Online shopper in order to allow that same kind of thinking.

Confused yet?

Well, let me give an example of an Offline buying process and then explore the issues and factors in the Online buying experience…

A shopper enters a brick and mortar shop, looks around, collects several items, takes them to the register, pays, and leaves.

For today, we are going to focus on the *looks around* part of the transaction process.

We have several large UNKNOWNS here… what is the shopper thinking about and how is the shopper filtering the product information before making his/her choices?

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