This Week's Herman Trend Alert Purpose Emerging as Important Driver of Engagement

The Herman Trend Alert December 7, 1999 Shift to Internet Purchasing 24 days until January 1, 2000 390 days until January 1, 2001 We've talked about the increase in purchasing from web sites. Let's explore some other twists in the transition in the shopping experience: from traditional retail purchasing to catalogs, television, then internet shopping. Traditional retail shopping has advantages such as being able to see, touch, feel, and hold the product . . . then take it home with you. In smaller stores and independents, clerks answer questions and help make choices. The sales tax obligation is still there. The amount of tax varies from state to state, and sometimes from community to community. When ordering merchandise from catalogs or television, purchasing is more efficient. Buyers still pay sales taxes. Many consumers do not feel they should pay taxes when shopping this way, since they're usually purchasing from an out-of-state vendor. Internet shopping is a different experience. These merchants have different cost structures that enable them to charge much less than other sales organizations . . . and, so far, those purchases aren't taxed. Combine these factors with fast delivery and you have an alternative that is increasingly attractive to consumers. Looking into the future, what happens to the other types of merchants as a larger proportion of sales goes to the cyber-option? Will we see a sharp reduction in the non-cyber alternatives? Or will there be a "bigger pie?" Will more consumers use web-buying as their shopping mode-of-choice, at the expense of traditional approaches? We forecast changes in retailing. Watch for more catalog operations to go on-line, first as an alternative, then almost entirely. Physical space retailers (see, touch, feel, take home) must find ways to increase professional (knowledgeable, efficient) service to attract and hold customers. Even with Bill Gates' drive to put computers in every home, a sizeable part of the buying public will not have easy access to cyber-shopping. What will the balance be, and how will merchants respond to it? How much buying will consumers actually do on-line, and how will they feel about it? What implications do a change in leadership actually have on a country, socioeconomially. We're on the threshold of significant change. Raise your antennae. © Copyright 1998- by The Herman Group, Inc. -- reproduction for publication is encouraged, with the following attribution: From "The Herman Trend Alert," by Roger Herman and Joyce Gioia, Strategic Business Futurists. (800) 227-3566 or http://www.hermangroup.com. The Herman Trend Alert is a trademark of The Herman Group, Inc." WHO SENDS OUT YOUR NEWSLETTERS? We are convinced there is no better choice than ours! We have happily used DataBack Systems to deliver The Herman Trend Alert for over 10 years and. Visit their website (http://www.databack.com) or call Byron directly at 503.941.0427. You'll be glad you did. IS YOUR EMPLOYER AN EMPLOYER OF CHOICE®? Our effective, onsite seminars, workshops, and consulting can help you get there. We offer 1-, 2-, 3-hour, and full-day programs to help you communicate what it takes to become an Employer of Choice® and inspire your folks to get it done. In the future, being an Employer of Choice® will not be optional. Call Carol at 336-210-3547 to arrange a no-obligation conference call. Or order the electronic version of the Employer of Choice book on your desktop for only $17.80 @ http://hermangroup.com/store/books_all.html#2. STRUGGLING TO FIND THE PEOPLE YOU NEED? VETJOBS CAN HELP! Recently, hundreds of thousands of jobs remain unfilled due to a lack of capable people. If you are looking for qualified candidates, you need to hire a veteran using VFW-sponsored VetJobs, the largest military employment site on the Internet. Thousands of returning veterans are looking for good jobs now. Mention this ad in The Herman Trend Alert and receive a 10% discount on job postings. Call Ted Daywalt at 877-838-5627 or inquire at info@VetJobs.com. Herman Trend Alerts are produced by the Herman Group, strategic business futurists, Certified Management Consultants, authors, and professional speakers. New subscribers are welcome. There is no charge for this public service. The Herman Trend Alert is received by over 30,000 subscribers in 78 countries, in addition to other websites and printed magazines. Do you enjoy receiving this weekly e-mail update? Contact us about our co-branded Trend Alert service. Click here to sign up for the Herman Trend Alert. Subscribe or Unsubscribe to weekly Herman Trend Alert View this week's Herman Trend Alert Archived Weekly Herman Trend Alerts

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