Actually, this is an old story already, something I have wondering for few years already. But just came to my mind again yesterday when changing some quick thoughts over e-commerce and logistics. Latter is so easy in the US, but still so tricky in Scandinavian countries for example. Anyway, logistics was not the point but windows are.

Even that I buy a lot of stuff online, I need to admit that I still love physical shops more, especially in terms of clothes and consumer electronics, for example. Buying music over iTunes is so much simpler than hanging around in music shops – event that I do that sometimes, as well – that there’s no real need for such a physical appearance anymore. Or books over Amazon, or basically whatever I guess. But I feel it very irritating when the physical shop of a mega brand like Ralph Lauren, Brooks Brothers, Best Buy etc don’t have the stuff I am looking for at shop, and I must do an online purchase to get it! Even that the logistics are sometimes smooth and easy, there is a difference to get/need the product immediately by walking into a shop versus order/wait it from an online shop. And in many cases shop staff is even proposing/asking/begging you to go online to buy what you are looking for. It is quite strange, isn’t it?

I have few personal examples. When looking for a small digital camera in Best Buy shop, there was a small leaflet next to the cameras saying, “Here’re two beautiful colors and five more at bestbuy.com”. Isn’t that great! Only problem was my personal presence; I was at the shop, not online. Another one happened at Ralph Lauren shop years ago as I was following my wife’s orders and pick up a jacket for my son. At Rodeo Drive in Beverly Hills I was asked – actually very kind and polite way, I need to say – to go online to get that jacket. They even couldn’t order that for me for a personal pick-up from the store, which was pretty strange inside their value proposition, I think. And not to make this an US-issue only; I have been using Jermyn Street in London for my personal clothing needs for around 15 years or so. T.M.Lewin, shop I have been using for my shirts over those years, has absolutely one of the best mail ordering systems in the world with a quick and professional delivery. But when I am at the shop, I might also look for one specific shirt that I can sure see and order online; but where’s is that shirt if I want to buy it now as physically standing inside the shop in Jermyn Street?

Okay, I am now over-conservative and old fashion guy and I just don’t understand. Maybe. Or maybe not. I work in business life and know the numbers behind online decisions. But I just wonder what would be the purpose of the retail spaces and the beautiful flagship stores if you need to go online to get what you want and need? And you are even asking people to go online. Yes, there’s a value of stock and inventory that can be easily counted but isn’t there a service layer around those brands as well? Is that service something you get when visiting a beautiful flagship store and then go home for shopping? Would be easier to put desktops inside the shop for shopping, right?

Are those expensive and massive spaces in expensive locations with more and more expensive staff changing into a set of windows, just displaying the brand world and some of the products? Is the modern core business concept combination of expensive windows and effective online business? Personally I don’t hope that to happen. Online shopping is so obvious solution for many businesses, from books to music, even clothes, shoes and cars. But if online means showrooms literally with no stock I don’t get it anymore. And if brands still need to keep the expensive location but not doing any sales inside it, that cost will be added onto the prices as it has been done earlier as well. So, where’s the benefit after all?

What the heck; I will continue doing it my way and keep walking into shops with complaints of limited stock. Or wait for a few years and retail is back by the street. After all, what else you can do with all that primary space?

Cheers for old-fashion shops! Cheers for online shopping! Cheers for all successful retail understanding their customers!