From bricks to clicks: understanding the e‐consumer

It is well known that online shopping is growing, but recent reports have indicated that e‐retailers are failing to deliver. In this paper, the authors consider aspects of shopping and shopping styles, comparing e‐shopping with bricks and mortar. First, a small exploratory pilot study comparing Internet vs an exemplar shopping centre, and comparing the centre with an “ideal” centre is reported. In this initial stage, the respondents were selected as the “shoppers of tomorrow” – sixth‐form students – more Web‐literate than older age groups. Second, the results of a further small exploratory pilot study are reported with slightly more mature shoppers – university students. The qualitative findings from this stage of the research form the basis for our conclusions. Finally, we speculate on the possible future of shopping.