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Where do you find the hidden advantage of the internet shop?

When you buy a book through the internet you will come across a phenomenon you would otherwise have no paid attention to. It starts with the price. A book in a bookstore has some price. So far there is no difference with an internet bookstore.

But when you take your book to the cashier, you will find out the difference. In the bookshop you will pay the same amount (unless for some countries that have excluded the tax on the display), but when turning your basket to the cashier you are first asked: where do we deliver the book?

This must be done this way, because on the internet you can order a book from any city in the world and shipping costs are variable to these different locations.

What you now see is the costs of transport added to the book, which can easily take up to 80% of the cost of the book.

This makes:
Book on the internet are offered cheaper than they really are, there is a sales bias in the internet display. Book in the store are offered more objective.

To really compare the objective prices of either bookstore the internet ought to show the cost of transportation to an indicated location. Internet in that case is more sexy than it really is. Sales is about informing clients, then about pulling clients by desirable offers. Only after the offer, just before the final contract, you will get informed about the real story, including taxes and delivery costs. But then you have emotionally accepted already to buy.

Sales is all about the sales process. And the internet is gaining a comparative advantage in the sales process over the traditional methods.

2007 Hans Bool

Hans Bool writes articles about management, culture and change. If you are interested to read or experience more about these topics have a look at: Astor White or sign-up for our newsletter.

# posted by qbnkinw : 12:59 AM