"Don't Shop Here! Go Online and Buy It!” Why Retailers Could Be Driving Customers Straight Into the Arms of Their Competitors

There is a worrying trend developing in Britain's high streets. Customers enter shops intending to spend their money, only to be told by retail staff: “We haven't got that in stock. You'll have to go online.”

At first glance, this might seem perfectly reasonable advice. After all, online shopping has become an integral part of modern retailing. 

But there's a fundamental flaw in this approach, and it's one that could be costing retailers thousands, potentially millions, of pounds in lost sales.

Once you tell a customer to go online, you've lost control of where they spend their money.

Consider the situation. A customer visits a shop looking for a particular product. They have already demonstrated their willingness to buy from that retailer by making the effort to visit the premises.

However, rather than securing the sale, the assistant suggests buying online, instead.

What happens next?

The customer takes out their smartphone, searches for the product and discovers that Amazon, eBay or a competing retailer offers the same item, possibly at a lower price and with next-day delivery.

Suddenly, the original retailer has lost the sale, despite having done the hard work of attracting the customer into the shop.

Worse still, the customer might discover an alternative retailer they prefer and never return.

The Customer Is Already There. Why Let Them Escape?

Retailers spend enormous sums on advertising, marketing, attractive window displays and maintaining physical premises, all designed to encourage customers through their doors.

Yet some businesses seem remarkably willing to let those potential sales walk straight back out again.

Surely a better approach would be to empower shop assistants to complete online orders on behalf of customers?

Imagine the difference if, instead of saying “You'll have to go online,” the assistant responded: “We don't have that particular item here today, but I can order it for you now and arrange delivery to your home or collection from this shop.”

That simple change transforms a potential lost sale into a completed transaction.

It also demonstrates genuine customer service.

Not Everyone Wants to Shop Online

Another consideration is that some customers deliberately choose physical shops because they prefer personal interaction, want advice or simply don't enjoy navigating websites.

Others may have accessibility difficulties, limited internet access or concerns about online payments.

Telling these customers to go online effectively communicates that their business is less welcome unless they are prepared to do the retailer's work themselves.

That is hardly a recipe for building customer loyalty.

Retail Staff Need the Right Tools

This isn't necessarily the fault of shop assistants. Many are working within systems and policies established by head offices.

If staff cannot access online stock, arrange deliveries or process orders for unavailable products, they have few alternatives.

Retail management should therefore consider equipping employees with systems that connect physical shops with online inventory.

Such arrangements can also help preserve the importance of the high street while allowing retailers to benefit from their wider distribution networks.

There is another advantage: a customer who receives helpful service is considerably more likely to remember the experience positively.

The Amazon Factor

Amazon has built much of its success around convenience, availability and straightforward purchasing.

Why would any high street retailer voluntarily encourage customers to enter an environment where Amazon is only a click away?

Once shoppers begin comparing prices online, the original retailer loses one of its greatest competitive advantages: the personal relationship established during the shop visit.

The customer may even find a better deal without having to leave home again.

Every Customer Through the Door Represents an Opportunity

Successful retailing isn't simply about displaying products on shelves. It's about recognising opportunities, solving customers' problems and making purchases as straightforward as possible.

Of course, there will always be occasions when a product cannot be supplied. But that should be the exception rather than an automatic invitation to search the internet.

Retailers need to remember that the customer standing in front of their assistant has already made a choice about where they would like to spend their money.

The challenge is to make sure they complete that purchase before somebody else gets the opportunity.

Because in today's fiercely competitive retail environment, telling someone to “go online” might be the most expensive piece of customer service advice a business can give.

And the ultimate beneficiary could be Amazon, rather than the shop that attracted the customer in the first place.