Retailers Try New Approach To Fix Online Shopping Flaws

November 15, 2014 4:23 AM
Retailers Try New Approach To Fix Online Shopping Flaws
" BOSTON (CBS) – As we approach the busy holiday shopping season, many consumers will go online. Cyber sales could grow another 14% this year. Online shopping is a great option, until it doesn’t quite work out as planned.

Some online retailers are taking a cue from old fashioned retailers and changing their approach in hopes of improving customer satisfaction.

Related: How To Get Best Cyber Monday Deals

Eric Schroeder of Watertown shops online but does it without an iPad, laptop, or his living room couch. He frequents Bonobos Guide Shop on Dartmouth Street. Bonobos is the online retailer known for men’s pants with a good fit.

Of the guide shop concept, Bonobos Vice President Erin Ersenkal said, “We like to think of it as a physical representation of our website. So you can kind of think of it as an e-commerce store.”

At this small store, they have one of everything. Just one. Customers can feel the clothes, and try them on. They just can’t take them home. A personal attendant, or ‘guide’, walks a shopper through all the options, and then an online order is placed. Shipping is free "

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