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The Customer's ‘Right' - A Freedom of Choice by Ian Spencer
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The Customer's ‘Right' - A Freedom of Choice |
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Fashion & Cosmetics
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With the expansion of the shopping experience breaching the internet, the concept of ‘shopping around’ has reached an all-time high. Despite the ever-increasing use of the internet as a tool for scouring for the lowest prices, it could be considered the beginning of the end of the traditional shopping ‘experience’. Despite the ever-increasing use of the internet as a tool for scouring for the lowest prices, it could be considered the beginning of the end of the traditional shopping ‘experience’. This being the case, with the invention of price comparison sites, follows an alternate perspective to the internet shopping revolution. It could be argued that there is an all-new pressure on the major corporations to provide comparative prices, and indeed, service, similar to that of other shopping facilities. The effect of this pressure from the consumer may be reason for the ever-diminishing numbers of small businesses that are not massively equipped online, as not only do these businesses have to continue to supply the service the consumer has grown to expect, but they further have to ensure their prices are comparable, if not lower, than that of the major corporations. The consumer drive for gaining the financial upper hand has seemingly stemmed from a resurgence in the ‘customer is right’ attitude, and yet, perhaps it could be argued that the fundamental responsibility for this lies with the major corporations specialising in the lowest possible prices. Perhaps the sense of entitlement to the lowest prices can be attributed to the consumers’ feeling of differentiation between both internet shopping, and shopping on the high street. Where a consumer may feel unable to ‘barter’ for the lowest prices in a shop, perhaps there is a sense of the internet, not having a personal connection, being a place to almost ‘haggle’ via price comparison and simply ‘shopping around’. The lack of traditional morals, values, or simply manners shown in a shop, perhaps highlights a consumer differentiation between internet based shops and those on the high street emphasising the lack of understanding on the consumers’ behalf, that internet based shops stem from personal input. It could therefore be argued that internet shoppers have little understanding of the difficulties behind upheld on an internet based site, and that where a high street seller must uphold margins, as does an internet based seller. The ‘fairness’ of the sense of entitlement from the consumer to the lowest price on a product appears to be almost non-existent, and yet, it is as if with the invention of internet shopping has come an ‘expectation’ of businesses to provide the lowest prices which, in turn, is seemingly having the somewhat ironic effect of diminishing the availability of choice and comparison that these small businesses provided. W M Nicholls has a huge range of designer clothing, Barbour Jackets, accessories and jewellery online. For the latest Cath Kidston Bags at competitive prices visit W M Nicholls today
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