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SpinDistribute.com Article Directory

The following article was published in our article directory on December 8, 2011.
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The Brookstone Shopping Experience: Growing with the Times

Article Category: Shopping

Author Name: chickie maxwell

Brookstone is one of the popular catalog specialty retailers in the world. They have been in business for decades and have proven their commitment to delivering quality products to their customers. Today, they offer the original quality customer experience to a more far reaching customer base by putting up an online store.

Unique Shopping Guarantee

This online retailer is known for setting up a high standard where product quality is concerned. Indeed, every customer who visits any of their retail stores can pick up a product on display and test it on the spot. Customers can do this on the spot quality check even before committing to purchase the said product. This hands-on kind of assurance has been some sort of trademark for this specialty product retailer.

Dealing with Today's Customers

At this time, the problem with a global audience is that the company needs to translate that very same image on the Internet. Those keen enough will immediately observe the dilemma at hand. Brookstone needs to translate having to touch and actually use a product on the Internet, which is unachievable at the moment given the status of our current technology.

However, this is a problem that this online retailing company has faced before. Note that this company started out as catalog distributing retailer. Back in the days of its inception, the company didn't have a retail store where customers can see the products for themselves. They sent out catalogs where customers are given just the description of the product along with all of its specifications.

At this point, Brookstone only needs to replicate their initial success - not in print but on the Internet. Of course, there will be a difference today than how it was back then. Today, the company has to deal with the current technology along with the opportunities it provides. Today, the company has to deal with a new generation of customers who are in some ways absolutely different from the customers they had decades before.

Nowadays, it seems that the company is able to cope with the times. It has put up its own online store, which basically allows it to hop on the online retailing bandwagon. The online store layout is pretty easy to navigate and won't require a lot of techie knowledge other than being able to read what's on the screen, point your mouse, and click.

Of course, there are a few minor problems with the Brookstone site, such as the size of some fonts and the location of some of the money saving features of the site but that is already a given for online shopping sites. For instance, the link for the coupons page is printed using a very small font that won't be easily noticed. Another is the fact that the product videos link is situated right at the bottom. This link allows customers to see the actual product being used.

The unique product offerings and the quality product guarantee bakes the cake for this specialty retailer. Moving on to the Internet arena allows them to delve in some very familiar waters. It appears that Brookstone is able to cope with the times and repeat a previous success.

Keywords: Brookstone

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