Instituto Nacional de Pesca y Acuacultura

Will Retailing EvEverer

Be the Same?

Be the Same?

by David Aaker

by David Aaker

Will Retailing Ever Be the Same?

Will Retailing Ever Be the Same?

The world has beore exaggerated the impact o 

The world has beore exaggerated the impact o 

technology. The checkless society was a solid

technology. The checkless society was a solid

prediction a hal century ago, and the electric

prediction a hal century ago, and the electric

razor was expected to kill o saety razors.

razor was expected to kill o saety razors.

However, smartphones may be the real thing.

However, smartphones may be the real thing.

FEATUR

FEATURED ED COMMENTCOMMENT

“Isn’t it air to say that a

“Isn’t it air to say that a large majority o large majority o 

retailers ocus ar too much on price

retailers ocus ar too much on price chaserschasers

already? Sales and discounts occur with such

already? Sales and discounts occur with such

regularity that shoppers simply wait until the

regularity that shoppers simply wait until the

products they want go on sale locally, or they

products they want go on sale locally, or they

buy online instead.” —Joseph Martins

What i the thing that gets online shopper

What i the thing that gets online shoppers to buy a product is also the s to buy a product is also the thing that makes them disthing that makes them dis

satised with the product when it arrives?

satised with the product when it arrives?

In a recent research project, I tested this hypothesis using the pictures o products that accom

In a recent research project, I tested this hypothesis using the pictures o products that accom

pany the online shopping experience. Images are the crux o online shopping. Good pictures—

pany the online shopping experience. Images are the crux o online shopping. Good pictures—

even interactive ones that allow shoppers to see the product rom every angle and in every color

even interactive ones that allow shoppers to see the product rom every angle and in every color

combination possible—help consumers eel condent in their purchase decisions. It’s what gets

combination possible—help consumers eel condent in their purchase decisions. It’s what gets

them to buy.

them to buy.

But with online shopping, ater the purchase comes the wait—the time it takes the product to

But with online shopping, ater the purchase comes the wait—the time it takes the product to

ship through the mail. According to my research, retailers should be more worried about this

ship through the mail. According to my research, retailers should be more worried about this

waiting period than they currently are. Here’s why: when consumers purchase items online,

waiting period than they currently are. Here’s why: when consumers purchase items online,

oten they’ll print a receipt. They might pin the picture on their bulletin board or keep it on

oten they’ll print a receipt. They might pin the picture on their bulletin board or keep it on

their desk. The retailer has no control over the quality o this image. It could be printed in black

their desk. The retailer has no control over the quality o this image. It could be printed in black

and white or on a lowerend inkjet printer, the colors o which are not nearly as sharp as what’s

and white or on a lowerend inkjet printer, the colors o which are not nearly as sharp as what’s

displayed on a screen.

displayed on a screen.

It turns out that both o these types o pictures seem to aect expectations during the shipping

It turns out that both o these types o pictures seem to aect expectations during the shipping

time and can result in dissatised consumers.

time and can result in dissatised consumers.

To test this, I had research subjects buy a mug.

To test this, I had research subjects buy a mug.

I then gave them pictures o their purchased product on their printed receipt. In the rst experi

I then gave them pictures o their purchased product on their printed receipt. In the rst experi

ment, the receipts had either a lowquality color picture, typical o a home inkjet printer, or no

ment, the receipts had either a lowquality color picture, typical o a home inkjet printer, or no

picture at all. In another, the receipts had either a blackandwhite image or none at all.

picture at all. In another, the receipts had either a blackandwhite image or none at all.

Ater waiting a week or the delivery o

Ater waiting a week or the delivery o the product, the consuthe product, the consumers who had the lowquality colormers who had the lowquality color

picture and the blackandwhite picture reported that they were much more dissatised with

picture and the blackandwhite picture reported that they were much more dissatised with

their product at the time o delivery as compared to consumers who had no picture. Their word

their product at the time o delivery as compared to consumers who had no picture. Their word

omouth (would they recommend the product) ratings were more negative, and intentions to

omouth (would they recommend the product) ratings were more negative, and intentions to