Link recommendation: "Consultation costs money – Retailers strike back

Every retailer knows the problem. First the customer wants time-consuming advice, then they buy online. The FAZ published an interesting article about this on 29 November 2017: "Advice costs money: retailers hit back". The article describes how local retailers are trying to tackle the problem of exploited advice: For example, by charging money for advice. This consultation fee can later be offset against the purchase of an item.

The article describes cases in which this approach has worked successfully, but does not omit examples in which customers have reacted very sceptically. It can therefore definitely be said that the success of this strategy depends very much on the customer group and even more on the locally available competition. According to the FAZ, the German Retail Association (HDE) therefore thinks very little of it. Instead, it recommends offering a shopping experience to attract customers to the shop. This is in line with developments that we can also see in other countries, where bricks-and-mortar shops are increasingly becoming showrooms.

However, the HDE's recommendation goes even further:

"Even the smallest retailer has to be findable online these days," says Stefan Hertel. "Otherwise many customers will no longer be able to find them."

We wholeheartedly agree with this. The only thing we don't agree with is the next sentence. The HDE suggests simply selling products on eBay if you don't want to have your own online shop. In our eyes, this is very short-sighted. Because then the retailer degenerates into a supplier. The customer does not memorise the name of the retailer, but eBay remains in the customer's mind as a brand. He also misses the opportunity to show online what would be in stock immediately in the shop. After all, local availability, the opportunity to pick up a product and take it with you straight away, is one of the key advantages of bricks-and-mortar shops.

Unfortunately, the article completely fails to present alternatives to paid advice. There are good ideas everywhere. One example is our customer Sport Klamser from Ulm. The retailer already presents outstanding service offers on its website, which can be booked both online and offline. Take a look at the ski service in particular, where customers can put together a customised service order online.

All the customer has to do now is bring the skis by. All they need to do is drive up to the car park. With the butler service, the customer doesn't even have to get out of the car. A service like this shows the difference and the strength of bricks-and-mortar retail. And customers appreciate that too.

But there are also successful approaches when it comes to advice. With our shopping basket offer function, for example, you can not only make the customer a personalised offer locally in the shop, you can also simply give it to them on a receipt and by email to take home. This allows them to decide without pressure and, above all, to remember your professional advice. The order is simply placed like an order. And our customers tell us almost every day that it works.