Today, I want to deal with the hard topic of online and drive purchase. In a nutshell, its the child of one of the two magical words of today’s marketing : digital (the other one is ecology). It allows consumer to make their purchase from their office, and then to pick them up in a warehouse, where under-paid student who will probably develop prematurely backache will put their precious good in their car or deliver it to their home.
Precious, really ?
Undoubtly, if you rely on the price of this service, that is justified – of course – by the huge comfort this service brings to the user, giving him the freedom to make shopping in the middle of the night (!) or by the time they will save using it. But not if you consider the personal investment of the consumer. And that is where the shoe pinches.
Let me explain you my point of view: the consumer is in a hurry (of course, otherwise he won’t use this kind of service), he thus do shopping in a rush, without taking care of what he is buying. He clicks randomly, following the proposals of the website he is surfing on, and that are very likely dictated by marketing logics, that put forward the richest brand, those who are able to buy those good positioning. In other words, the consumer is even easier to manipulate than in a real supermarket, and the big fishes only take profit of it.
The fact to do your shopping in a hurry, and the fact that you sometimes (often?!) receive the wrong products – light yoghurts instead of the real ones, chocolate powder for babies instead of the normal one, an XXL pack of biscuit instead of the L version, pasta without gluten instead of complete ones – may lead you to think « the ones are as good as the others, all the products are alike, there is no difference ». In a nutshell, while you are opening the cardboard, and throwing the bubble wrap away, you are telling yourself « Boy ! Whatever happens, all that is the same shit ! No use trying to discriminate or classified those products among them, on this website, with those tiny pictures and abbreviated descriptions, you won’t make it. »
Indeed, the repetition of those mistakes shows that the consumer do not have the power to see and understand what he is buying. But he still pays and eat something he didn’t actually chose.
Why do you have to go to the front and fight in the supermarket
You want to tell me: « yes maybe, but it is a pledge to go to supermarket, if we can avoid it, why wouldn’t we do it ? ».
I will answer you: if you are not interested by what you are putting in your body and on your skin, you should like yourself very few…
Why don’t see the fact of going to the supermarket as a way to take care of yourself (as all those magazine warmly encourage you to, as well as your mum and myself) ? It may be far more beneficial for your health and for your mood reading the label of the product you put on your plate than doing 30 minutes jogging every morning in the polluted atmosphere of your city.
Of course, it requiers a certain effort to use your vigilance on what you are buying but, on the other hand, it seems very dangerous to me to let multinationales and supermarket companies decide what you put on your plate and, what more, to regard it as a progress.
Because, in the very end, the problem comes from the fact that people are too busy winning money, that they will then give, without wanting it, to the same people that force them to work so much. Everything (you) is wrapped up.