Net lacks PoP’s shopping sway

I have to disagree with the comment made in “Web of Fear” (MW November 25) that “e-commerce is potentially the death-knell for point-of-purchase companies”. Consumers are always going to desire to see, feel or smell a product in a retail environment.

In the same way that TV hasn’t replaced radio and computers haven’t replaced paper, so e-commerce will not replace in-store shopping. It simply provides consumers with more choice.

PoP makes going in-store an experience for the consumer. It is the reason certain products stand out and the best way to encourage consumers to try new products. Yes, shopping on the Net is an experience, but it doesn’t have the same ability to reassure and encourage shoppers to buy something new, in case it turns out to be completely different from its description.

As long as there are shops there will be a need for PoP to make them visually enticing, and as long as there are humans there will be shops.

Jeremy Williams

Client services director

Aspen Specialist Media

London

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