No one can argue that nothing compares to the experience of physically touching merchandise. Many scientific studies even stated that touching things that we love before we buy them results to a physical effect like a euphoric state which leads many to associate shopping as a feel-good experience, hence the term “retail therapy”.
But beyond the physical effects of retail, shopping in a real store gives customers the opportunity to really inspect the merchandise they buy for quality. If one chooses to buy big items like furniture, customers can try out the product and see if they are comfortable with it. Brick and mortar shops also give this “adventure” kind of hype and elevate the sense of satisfaction in discovering rare finds or great bargains. Sometimes, talking directly to a store owner, a customer can negotiate to lower the price of a product. The human contact also creates a bond between seller and buyer, initiating trust and guarantee which can make most customers feel good about a purchase. Best of all, customers can take home their purchase the day they bought it, that is if the product is small enough that they can carry it with them