| Pricing | | | | If you're lucky, you may even encounter a real live |
| Traditionally, an online store has very low overhead. | | | | salesperson who actually knows what he or she is |
| Since there is no need to pay for retail display space, | | | | talking about, and can answer your questions in person. |
| storage costs are negligible or non-existent. Shipping of | | | | Advantage: Indeterminate |
| product is often factory direct, further reducing | | | | Delivery |
| warehousing costs and eliminating the expense of | | | | Somebody somewhere is going to have to pay for |
| multiple shipments to various distributors. All of this | | | | the delivery. Where Online Stores advertise "free |
| creates significant savings that can be passed on to | | | | delivery" that is only because the delivery costs are |
| the consumer, and which allow even family run | | | | built into the advertised price of the product. On the |
| businesses to successfully compete with their much | | | | other hand, if your purchase is produced in Milwaukee |
| larger, brick and mortar competitors. | | | | and being shipped from Milwaukee, you will only have |
| A brick and mortar store has unavoidable expenses | | | | to pay the costs of the shipment from Milwaukee to |
| with which it must contend. A physical location has to | | | | your home, and not all sorts of intermediate shipments |
| be lighted, heated or cooled meaning electrical and gas | | | | such as from manufacturer to wholesaler, to |
| expenses. Then there are things such as wages, | | | | secondary wholesaler, to distributor, to secondary |
| maintenance, and warehousing costs. Shoplifters | | | | distributor, and finally to the retailer. |
| means "shrinkage"; and that too costs the retailer. As | | | | You want it. You've got it - as long as it is in stock. If |
| well, stock must be brought to the storekeeper before | | | | you're picking it up yourself, you don't have to pay any |
| it can be transferred to the consumer. | | | | sort of delivery, at least nothing beyond the price of |
| These are expenses not normally encountered by the | | | | the product and its related taxes. Brick and Mortar |
| online stores. On the other hand, there is the possibility | | | | retailers never assess extra delivery charges when it |
| for the brick and mortar retailer to buy in bulk. That | | | | comes to the costs of getting the product into their |
| saves, and generally, the larger the retailer, the larger | | | | stores and onto their shelves. That cost is invariably |
| the bulk purchases and the larger the bulk purchases, | | | | built into the price shown on the sales ticket. |
| the larger the savings -which can be shared with the | | | | Advantage: Indeterminate |
| final purchaser. | | | | Warranty |
| Advantage: Indeterminate | | | | Online Stores provide manufacturers' warranties. |
| Selection | | | | Brick and Mortar stores provide manufacturers' |
| Online stores tend to specialize, and that specialization | | | | warranties. Upon occasion they will do the servicing |
| normally results in great selection in that particular area. | | | | themselves, but in most cases and for most products, |
| Online stores are also more likely to carry hard to find | | | | that is left to the manufacturer. |
| items that do not have a large market share. These | | | | Advantage: Indeterminate |
| retailers are dealing with national and international | | | | Returns |
| markets so they are better able to meet even a | | | | Almost all Online stores allow returns. Be aware, |
| minimal demand for such merchandise, and, with their | | | | however, that you are dealing with a distant entity, and |
| low overhead advantage, even slow moving items | | | | that will mean some inconvenience. The returned item |
| create no real problems. | | | | must be repackaged and shipped. That means there |
| Brick and mortar locations are much more dependent | | | | will be shipping costs and probably restocking fees to |
| on local demand. If demand is weak locally, the item | | | | be considered. These costs are normally not there in |
| you want may not be carried at all. Other items are | | | | the case of returns of defective items, but they |
| carried only seasonally, eliminating year round access | | | | normally are there in the case of returns due to |
| to them. Many retailers, for cost considerations, are | | | | change of mind. |
| also forced to concentrate on best sellers to the | | | | Almost all Brick and Mortar stores allow for returns. |
| detriment of slower movers that are just not "brought | | | | Policies vary from store to store, however, so be sure |
| in." Of course, there are some items to be found that | | | | to acquaint yourself with the rules and regulations prior |
| may not be available at any online store because they | | | | to purchase. Restocking fees are often encountered, |
| are not sold online. On the other hand, how often have | | | | but because you are likely handling the return on a |
| you seen the phrase, "Not found in stores"? | | | | person to person basis, it is unlikely that any additional |
| Advantage: The Online Store | | | | shipping or delivery costs will be involved. Make sure, |
| Convenience | | | | however, that yours is not an "all sales final" type of |
| What could be handier than shopping from the | | | | purchase. |
| comfort of your own home? You don't have to | | | | Advantage: Brick and Mortar Store |
| contend with crowds, dressing up to go out, or wasting | | | | Security |
| gas to go hunting something that may or may not be | | | | It is normally just as safe to buy from a reputable Brick |
| there at all. Online stores tend to provide | | | | and Mortar Store as it is to buy from an Online |
| comprehensive descriptions of potential purchases that | | | | Retailer. |
| go well beyond what is printed on the items' boxes or | | | | Advantage: None |
| that a less than knowledgeable store employee may | | | | Conclusion: There definitely are pros and cons to both |
| be able to provide. The chances are you will not even | | | | types of shopping, and it seems safe to say that there |
| have to pay sales taxes when finalizing your purchase. | | | | is a place in this world for both types of stores. As |
| Do you want to see it? Do you want to touch and | | | | consumers, we simply need to determine what will |
| handle it? Do you want to feel the heft and better | | | | best meet our needs. |
| gauge the size? None of that may can be done online. | | | | |