By Nicola Millard, Customer Experience Futurologist BT
Where would you buy bananas, boots or books?
I’d probably buy my bananas in-store, because I want to check how ripe or bruised they are. Boots I might want to try on and see how they look but I might also opt to buy online and return them if they don’t fit. Books I would almost certainly buy online — either in physical or digital form.
You may have different preferences, though. We all have different goals and motivations when we buy. These are also likely to change with circumstances — if the book is a Christmas present and it’s Christmas Eve, I will probably go in-store and buy the paperback. If I have a hole in my shoe and it’s raining, buying boots online is probably not my first priority. If bananas are part of a big weekly shop, I’ll probably order them online. [Read more…]