We Earn Money, Shop Till Our Souls Get Tired – The Never Ending Process

“Shopping and buying” in the layman’s perspective, “Purchasing” in the marketing parlance all means to give money for something we get. To be short, it is trade. Barter was one system those days to exchange goods against goods where no money and calculation came into action. For example a kg of rice was exchanged for a kg of wheat and so on. Those days have gone. Now it is all money. People started thinking big when they started earning more and more. The situation is like they purchase just because they have come to that status and sometimes just because it is possessed by their neighbors. I feel ownership of something is valued more than value of money. Books define market as, “A place where buyers and sellers meet and exchange their products and services”. Today, it has become a stage for earning money. People have become so much obsessed with shopping and exploring products. Well, it’s up to people how they look at it. Some buy just because they want to possess it, some do shopping as a hobby, relaxation, and some create a situation for them to shop and so on. It is endless.

Developing a craze towards shopping depends on the mindset as well as buying behavior of a person. Quality of goods, customer satisfaction, and seller’s attitude play a very important role in dragging customers to their shop. Generally discounts; good shopping environment, customer relationship management, value added services etc are some of the strategies/activities they perform to keep loyal customers. Well, product availability, services, variety of branded goods, assortment of products, store ambiance etc are considered very important.

Shopping is done by each one of us almost daily. We find some reason to buy something. Pens, pencils, groceries and so on. List is endless. I have seen people would write down a list do buy but when they get into the shop, they get carried away by the attractive displays, advertisements, and sometimes even the wrapper and buy the things which is not in their list. Finally they come home and say, “Oh my god, I have got this one. I forgot what I wanted. It is my mistake” and so on. In marketing parlance, it is impulse purchasing.

Well, shopping is always fun. Some plan to shop. To others, it just happens. There is one term “window shopping”. Defining it would be great. It is always cheapest way of obtaining satisfaction. It is the only shopping in which people do it with a lot of pleasure and happiness because no money gets out of the pocket. Window shopping is even more great if the shopping mall is air conditioned well perfumed with good fragrance and the store ambiance is colorful. Wow. I am sure everyone would have experienced this.

Festivals always begin with shopping. This is the only culture followed all over the world. What do we buy during festivals? Sweets, chocolates, gifts, clothes, stationeries, fruits, flowers, dress materials, junk foods etc. The list is surely endless. “Hey, come let us see what we find there, will this shop be okay for us?, where do we get branded clothes?”, are some of the questions we will be able to notice. Specialty stores earn a lot during this period. When I think of specialty stores, the word brand loyalty hits my mind. It is when a person uses only a particular brand. They do not compromise with other brands. “Somehow I want it” will be their attitude. In that case men have a lot of brands to stick on to whereas women don’t.

Basically I love shopping. I buy anything that is good and worth paying. People generally ask me, “Why did you take Retail management as an elective paper in your marketing” and this is my answer to them, “I love shopping and moreover retailing sector is coming up”. There is always one question that keeps coming in my mind. Why do people buy? The very true answer is because of the external appearance (packaging) and the considerable price. Packing plays a very important role in the sale of a product. The best example would be FMCG (Fast moving consumer goods) products. Shampoos, biscuits, chocolates, tooth pastes, cosmetics and many fall under the category. I feel impulse purchase is influenced by the packing.

I feel, targeting the kids would make any company successful. Kids are influencers in most of the families. Right from biscuits to clothes parents give them the choice. Those days the attitude towards shopping for a child was, “I have bought this for you”. Now it has changed entirely. It has now become, “see if this will suit you, if you don’t like it you choose”. Cartoons and animated wrapper does not matter. Pleasant color and good designs matter a lot.

As I mentioned earlier, I love shopping. I feel people should have the art of observing things that happen around them when they shop. Well, it is very interesting to see the product assortment, salesman’s way of responding, displays inside and outside the shop, promotion strategies followed to attract the customers, lights over the products, maintenance and so on. The joy of watching people enjoying and buying what they want cannot be expressed in short. Shopping itself is an endless topic. My idea of looking at shopping will not be the same as others. It need not be also.

I feel a salesman can create ‘n’ number of footfalls to his shop. Promotion, advertising, brand image and location contribute a lot externally but inside the shop, how the customer is treated matters a lot. In a shop, a section should not have too many salespersons. If the crowd is too much, it helps. If there are limited customers, then it irritates the customers. Clutters like repetition of requesting, delay in showing the products, lack of attention to one customer generally happen. I have seen people deciding if they should get back to the same shop or not in the billing counter itself. If they like it, they say, “This is the shop I was looking for, awesome service, great shopping experience and so on”. If they don’t like the service, even if everything is good there, “I have never had such a bad experience, they don’t have anything with them other than their salesmen and so on”. This reminds me of one saying, “One satisfied customer can bring ‘n’ number of customers”. This is “Word of mouth strategy”.

I wish to share what I enjoyed as a customer while shopping in points. I feel this is the best way I can express. Many may identify the shop itself. I list them in general.

• Advertisement according to the themes. If pink is the color of the day everything in that shop would be decorated in the same color.
• Customer relationship. They tend to send card wishing birthdays and wedding day.
• Informing us about their new collection arrived, discounts and so on through phone, sms or emails.
• Attractive displays, mainly in the jewel shops by way of inviting attention
• Lighting and display of products in to the category they belong.
• Appreciating the customers on their choice or suggesting the customers that it will suit them.
• Letting customers pick their needs.
• Entertainments inside the shop such as dressing some person like a cartoon character to amuse the kids so that their parents can shop without any trouble.
• In some shops customers are allowed to select a song of their choice by placing a pay juke box

Lots come to mind when I think of why I like a particular shopping complex or why I like shopping. As mentioned earlier, it is an endless topic. Well, thanks for reading this ‘long’ blog of mine. I started this topic long time back, but now only I have completed it. I know there are few marketing jargons which I have used in this blog. I am still not satisfied. I feel I am leaving it incomplete. I have to stop now or it will keep going. I hope to find time to write more in this area. Once again, thanks for reading. I have written what I feel with very little of marketing knowledge. Thanks once again for reading my blog…

How can you protect yourself while shopping online?

You are probably aware of various dangers waiting for the people willing to buy anything online. Of course, even though there are indeed many risks, there is certainly no need to resign from this amazing opportunity for purchasing great goods for attractive prices.

When it comes to online shopping and cybersecurity, there are a couple of things you can do in order to keep the process of shopping safe. Read this article and remember all of the suggestions given here.
Create separate email addresses for shopping and bank information

The very first thing you should take care of is dividing your online activity into two different categories. It is crucial to have separate accounts for online shopping and online banking since there are some threats you can come across if suing the same email addresses for these two purposes.

First of all, you will never have a one-hundred percent guarantee the online shop you have chosen is completely safe. There is always some probability it might belong to scammers who might have ways for hacking your accounts. As you can imagine, it will be safer for you to separate all of the banking activity from shopping so that your shopping accounts cannot be linked to the information you are using to your banking accounts. This will help you to keep your finances safe.

Another possible threat is just some general attack which you might encounter while shopping and again, you do not want hackers to get access to your financial accounts my any chance.
Refrain from shopping while using public networks

It will be a very great approach to use exclusively your private networks for shopping and any other online activity which will include sharing your banking information. Unfortunately, using public networks, no matter how useful it might happen sometimes, is actually a rather risky endeavour and it is generally recommended to use such networks as rarely as possibly.

What you certainly should never do is purchasing them for shopping as your data can be stolen extremely simply. In addition to it, there is always a risk of connecting a fake network in the first place and you might not be able to distinguish a real one from the one belonged to scammers thus easily.
Be careful about the choice of an online shop

Of course, when it comes to online shopping, there is always a probability of using a website which is held by scammers who are working in the direct way which means, instead of stealing your personal data they will just steal your money. Once you pay for the goods you have chosen, you can just forget about your money, because scammers will not send you any purchase.

One more option is just losing your personal data which will be misused by untrustworthy owners of the shopping service.

In order to protect yourself, you can first check online the legal information about the company which offers the services of online shopping. In many countries, you will be able to find an official registry of information of the companies registered on their premises and you can look for the one where you would like shop.

Pay attention to any information required by the shop in order to proceed with the purchase. Some services will ask you questions which they actually are not supposed to ask including the surname of your mother or other questions resembling the ones which are frequently used by banks for retrieving passwords. You can even come across the websites which directly ask for the information about the passwords required by your bankcard or bank account.
Use a separate bank account or a wallet for online shopping

You can protect yourself even more creating a separate bank account or digital wallet for online shopping which will be particularly handy if you would like to explore smaller and less known shops. Certainly, not all of them are bad and provided by scammers. There re just a great variety of small business trying to find their niche online and there is nothing wrong in shopping with their help, however, it is always better to have extra protection and minimise the chances of losing your money.

It will be a good idea to send to such a separate account used for shopping an exact amount of money you would like to spend now so that, in case of any trouble when scammers actually get access to your wallet or bank account, there will be nothing they can steal from you. Of course, send the money for shopping right before making a purchase.