Maybe to compensate for the amount I’ve been buying on Amazon over the last few days (mostly baby stuff), I set off on Sunday to buy some stuff offline. And it was a most disappointing experience.
The biggest problem was the lack of choice and availability and inventory. I first went to a Levi’s showroom to buy a pair of jeans, having ripped three of them in the course of the last year (thanks to squatting I’m guessing).
I asked for comfort fit jeans and was shown a pair. Was rather underwhelming and I asked for more. Turned out that was the only pair of comfort fit jeans in the store.
And then I was looking to buy a pair of shorts. At least three stores on Jayanagar 11th Main Road were visited, only to be told none of them stocked shorts (Levi’s, Wills Lifestyle, Woodlands). I might have cribbed about lack of effective categorisation in online shopping but it’s a more acute problem offline, given the transaction cost of going to a store.
On Jayanagar 11th Main Road, for example, you have brand stores of every conceivable brand, but few stores have chosen to differentiate themselves by what they sell, rather than what brand. So you lack stores that specialise in shorts, or T-shirts, and so on.
For a while now I’ve been looking for a new pair of spectacles (hate my current frame, so I end up wearing contact lenses even when I don’t want to). GKB offered some choice, but nothing spectacular. SR Gopal Rao said they didn’t have large size frames, and had no clue when they’d arrive.
And there ended my shopping trip. The only things I’d been successful buying was a packet of freshly made rusks from a bakery (feel damn lucky most bakeries in Bangalore have in-house kitchen where they bake stuff fresh) and some medicines.
When your demands run into the so-called “long tail”, I guess nowadays online is the best bet. So I’ll possibly buy another pair of jeans online, having bought one pair from Korra and returned a pair to Amazon. I don’t normally buy clothes online, but on other tabs of my browser I’m checking out shorts on Amazon.
Oh, and I must mention Lenskart, who might end up getting an order for a pair of spectacles. They’ve set up what I call “experience centres” where you can check out their range of frames and try them on. Orders are fulfilled through their online store, since prescription glasses cannot be sold over the counter anyway (since the glasses need to be ground). I strongly believe that this is how retail will shape out in the future.