And a price close enough to that found online that you can get the close. Or you're going to get showroomed.
An alternative to having the price close enough is to have the price in the ballpark and have a sense of urgency such that the consumer will buy now. I have walked into Barnes and Noble and bought a book because I wanted it right then and I was out and about. Perhaps I could have had it for $5 cheaper on Amazon, but saving that $5 wasn't worth the wait.
Another alternative is to have (at least some of )the physical experience be purchased--hence the coffee shops in the bookstore--you can't get hot coffee via Amazon. (Yet?)
And a price close enough to that found online that you can get the close. Or you're going to get showroomed.
An alternative to having the price close enough is to have the price in the ballpark and have a sense of urgency such that the consumer will buy now. I have walked into Barnes and Noble and bought a book because I wanted it right then and I was out and about. Perhaps I could have had it for $5 cheaper on Amazon, but saving that $5 wasn't worth the wait.
Another alternative is to have (at least some of )the physical experience be purchased--hence the coffee shops in the bookstore--you can't get hot coffee via Amazon. (Yet?)