THE ISSUE WITH
ONLINE RETAILING
A
n issue with online retailing which
brick and mortar solves is through
the ‘try before buy’ strategy. The issue
with online retailing is that although sites
produce multiple imagery/videos/cat
walks of the clothing, it doesn’t quite have
the ultimate effect that in-store shopping
seems portray. The researcher established
that companies such as Missguided
were found to be publicly known for
their confusion of sizing (See figures off
public) Therefore, In-store retailing allows
consumers to come in-store and touch, feel
and try on for fit before they purchase.
The ‘try before buy’ scheme could be a
solution for the Mass market industry as
returns are common in most high street
shops as 40% of online high street orders
are returned (Mail Online, 2011) Thus this
may perhaps reduce such high quantity
of returns as it allows the opportunity
for consumers to examine the product
beforehand. In 2016 it was now found that
61% of consumers follow the try before buy
scheme (Brooks, 2016), which elaborates
on the importance of in-store retailing.
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