Return Policy

It's been widely reported that the difference between us and the rest of the animal kingdom is apposable thumbs and the ability to reason. And wouldn't it be so much easier if that was the only difference?

We human types are complicated creatures and I suspect our reasoning minds add way more complication than is required to live a successful and contented life. We want more money to buy more things; we want to climb company ladders to achieve bigger titles; we want a nicer house than Bob across the street; the list is endless and most of it is useless to finding happiness or contentment. 

More More More

When we get our first apartment, it's usually filled with hand-me-downs from our parents or family. I think I was well into my 20's before I purchased my very own set of new cutlery (silverware) which went nicely with my very own set of new dishes and cups. 

Fast forward many years and many moves and many sets of dinnerware, and now I have stuff I actually don't even remember buying and why is that? Are we seeking something we can never catch? Is last year's car not good enough for us? Do we really need that food processor that will grate cheese in seconds?

Less is More

I think one of the sources of our unhappiness is that we have no clue what we want or what we'll do when we find it. I recently had to return some items I bought online because they were the wrong size. As I was dropping them off at the courier place, I realized two things – I didn't need the items and have no intention of re-ordering different sizes. What is that? Boredom? I'm not sure.

I guess we can make the case for just about any decision. That's why you can buy a McLaren supercar in hot pink. Our reasoning minds aren't always sound in their decisions. So while we search for something we'll never find, perhaps figuring out what we need and dumping the rest is a good first start?

 Perhaps my parents' old couch was all I needed?

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Virtual Malls and Other Fun Holiday Treats

If you celebrate Christmas and have had the pleasure of visiting one of your local retail outlets in the last couple of weeks, you know that you are certainly not alone with regards to leaving the shopping list until the last minute. It is crunch time, the last weekend before the big day and the race is on.


Stores and malls are crawling with people these days. Each purchase may not be as large as it was three years ago and the average shopper may not be spending as much overall, but that does not have much relevance as you are trying desperately to find a parking spot at the mall this weekend.

The Virtual Parking Space

Changes on the web happen faster than we can seem to measure but there is ample evidence to prove that those malls and shops would be even busier without the invention of online shopping.

Here are some highlights from a Statistics Canada report on online shopping from last year.

In 2009, Canadians spent $15 Billion in online purchases with an average of $150 a pop. 51% were aged 16-34, travel and events were the biggest sellers while men bought electronics online at a rate of 2:1 to women.

Search. Seek. Shop.

To think that online purchases are replacing in-store sales is not quite the case. In fact, almost 70% of those who search for an item online then buy it at the retail location. Which points to the necessity of a solid web presence and great customer service. As well, evidence is certainly showing that those numbers will be moving around for a while as we buy more large ticket items from the comfort of our sweat pants.

Zappos is an online shoe retailer that has been used countless times to illustrate how to build a successful online business. One critical element of their success is filling orders quickly and accurately.

They began with securing major delivery hubs so they could back up their promise. Zappos doesn’t discount, they don’t deal but they give superior service right to your door. And for that, millions have responded.

Consumer reaction is influenced more by peer groups 
than external persuasion.

Groupon was just named the fastest start-up to reach $1 Billion in sales in just two years. It has grown so quickly that Google recently offered founder Andrew Mason
$6 Billion for control of the company and he turned them down.

The online search has become the growing entry point which is why search engine optimization has exploded. However if you don't know what customers are searching for, all the tricks in said book won't help.

TripAdvisor, Yelp, FourSquare and many other social networking sites are tapping into the intersection of online and on-site buying habits but security, convenience, choice, return policy and proximity are all valid reasons why after some online research, most still head to the mall. For now...

Happy shopping!

knealemann | email


image credit: istock