Do you want to try a pair of shoes? you have to pay 10 euro! Is that Multichannel?

Do you want to try a pair of shoes? you have to pay 10 euro!

This is the recipe to oppose to online shopping. It seems so, at least reading the title of the journalist of Adige, a newspaper from Trento, a city in the north of Italy. Trento is a city famous for mountain sporty people, mostly climbers, mountain bikers, mountaineers..that look for technicity when they buy, not often, but more then in the other city where i lived before. I dont want to say who has right or is going in the wrong way, but just to express my opinion.

The Brand perception in outdoor world, in my opinion depends even in longitude where the users are, so more in north you are, more people like to interact with salesman in retail and look for features when they buy online. The story written in the newspaper is about a retailer that decide to limit the showrooming in is shop with a “tax” for the people that try a pair of shoes but not buy a product in the store, at least it seemed so.

Showrooming is when a shopper visits a store to check out a product but then purchases the product online from home. This occurs because, while many people still prefer seeing and touching the merchandise they buy, many items are available at lower prices through online vendors. As such, local stores essentially become showrooms for online shoppers.” technopedia

Webrooming is the opposite behavior to ‘showrooming.’ With showrooming, retailers are faced with the challenge of customers coming into the store to browse and test products, only to subsequently go home and actually complete their purchase online (often through a competitor.) Webrooming, on the other hand, is when consumers research products online before going into the store for a final evaluation and purchase.” empaticha

In Facebook the post was heavly commented and the poll in the newspaper too

There were so supporters pro online and pro offline, or better, pro professionality. And was not the first example in the last days, in fact an other journalist Selvaggia Lucarelli that says:

To be honest i was thinking to my parents and i dont accept that she called them “rinco”, and i think what they said too last weekend i were there: in 1 week they were 3 times by the guy of the shop more near their house for a problem with mobile phone and other 3 time for a problem with remote control… and they bought nothing, because i have bought all electronic stuff online for them. At the same there are some tales online with many likes or shares telling the opposite: that you have to pay even for a minimal stuff, where the reason you have to pay is the knowledge..

Going back to the Retailer of Trento, i tryed to understand better the situation, (instead of other people that prefere to read just the title, and they admit it in forum of online finance ) and infact i found that he wrote to the newspaper to explain some points, his idea started from a statistic: 1/5 people that try a pair of shoes, then buy there.

Well the 10 euro to pay is not a tax, but a value that become a discount of the same value for their online webstore, and untill now they never they charge the 10 euro to their customers. So we are talking about air and suppostions.. The newspaper opened a poll too and the results showed that the most of the people are against that choose, but it’s wrong the possible answers: 56% voted for: Wrong: it a loosing battle to beat the competion of online shops.

44% Giusto: è una forma di consulenza da parte di addetti ai lavori. È scorretto sfruttarne il tempo e la competenza (706 voti)
56% Sbagliato: una battaglia persa, non è così che si batte la concorrenza dei negozi on line (914 voti)

But lets try to go it a so bad idea? He worked not to feat online shopping…he has an online shopping:,

I think the reason of all that chaos was the way in which the article was written. From my point of view we could write it as a multichannel example of online and offline business: do you try the shoes in store? well, you get a discount of 10 euros if you buy in our online store!

The way in which they explained the “tax” not tax is not the best, because is not clear when they can charge it to the customers, but the deep idea is not so bad in my opinion, is the way that little store can compete with big players. In the end the market is done by the users.

Store have to adapt to the new trends and give to thier users:



services and consultancy before and after the store visit, not just the purchase: discount, incentives, fidelity card online/offline, automation marketing.. In the end, according to a research of Columbia University we have 5 type of mobile shoppers:

Traditionals(30,2%) they prefere the classical offline experience in shop

Experientials (31,7% )they give more importance to the product then to the price

Price oriented(19,4%) they evaluate first of all the price

Careful (12,6%) they are carefull in the price but at the same time you can persuade them

-Expoiters(6,1%) they evaluate price exclusively

The best way to we have to reach the different target in different touchpoint with the right message following their consumer journey.

what do you think?

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