SUCCESSFULLY COMPETING
AGAINST THE ‘DREADED’
ONLINE RETAILERS
By Kevin Wilhelm
Our industry is changing fast.
Consumer loyalty is at an all-time low,
while access to information is at an alltime high. Power has shifted to the
consumer and without truly understanding the new purchase funnel, it’ll be
impossible to fully capitalize on the
opportunity that lies ahead for us.
Yes, people are more comfortable to
shop online than ever before but how
can you fight this erosion of in-store
sales? In order to build a competitive
offer, the first step is to understand
the consumer process for an online
purchase and determine where this
process falls short.
The second step is to build an experience
that exceeds in these areas; create a
true alternative to online shopping.
To understand how you can compete
against online purchases, you’ll first
need to understand more about the
buying process. Let’s first look at the
top three reasons why someone would
turn to buying their eyewear online:
>> Perceived lower price
>> Perceived convenience
>> Perceived higher selection
16 EYE FOCUS | December Digital 2016