READING 1 Shopping in the Digital Age

A pop-up store is a temporary retail space, like this “igloo” in New York City. It attracts customers with new or limited-availability items.

SHOPPING

In the Digital Age

Read the following article. Pay special attention to the words in bold. 8.1

Do you like to shop online? Or do you prefer to go into a store, look at a product, and talk to a salesperson? Maybe you like to do both. Smart shoppers know how to use different methods to get the best price. In order to make money, businesses need to understand the habits of today’s shoppers.

One common strategy1 is “showrooming.” This means that customers go into a store, look at the product, talk to a salesperson, and then use their smartphones to find a better price. “Reverse showrooming” is another strategy: customers first go online to do research. It’s easy to compare prices and then go into a store to buy the product that they found online. One thing is certain: shoppers are using many strategies to get the best price.

The number of online shoppers is rising, but not as fast as retailers2 first thought. People still like to go into stores. Teens especially prefer to shop at the mall. Shopping for them is not about finding the best price; it’s a social experience.

In order to keep customers, store managers need to train salespeople. In-store shoppers want salespeople to give them a lot of attention, be polite, and know the products well.

What products do shoppers like to buy online? The number one online purchase3 is clothing. Customers often try on clothing in the store to find the right size and style. Then they find the cheapest price online.

Online shopping doesn’t work for every product. People prefer to shop for food in a store. If you’re buying a new car, it’s important to research prices online, but it’s still a good idea to drive the car. For some things, you still need to go into the store—for now.

1 strategy: a plan to achieve a goal 2 retailer: a company or store that sells products to the public 3 a purchase: something you buy

COMPREHENSION Based on the reading, write T for true or F for false.

1. Online shopping is growing faster than expected. 2. Showrooming begins in a store and then continues online. 3. For teens, shopping is often a social experience.