On-store, in-line?

It seems counter-intuitive: If the advantage of online shopping is that you can save gas and skip crowds, and the advantage of in-store shopping is that you can see the product in person, why would anyone shop online, in-store? But increasingly they do, according to eMarketer.com.

One reason is the other big advantage of in-store shopping: help from a sales associate. “Said Grau, “Retail professionals generally agree that most customers do not want to bother figuring out how to use kiosks and to search for a specific item online.” That means sales floor personnel need to be trained and encouraged to help shoppers look online for out of stock items, more sizes or colors, or more information. 

This is also a way to expand your selection without ordering additional inventory: a salesperson can use a vendor’s online offerings to place a special order for a customer.