Stores up against shoppers' comparisons of online prices

By Tammy Joyner

The Atlanta Journal-Constitution

While out shopping at Lenox Mall recently, Atlanta businessman Thomas Harpointner spied something unusual. The mall was packed with shoppers, but they weren’t carrying many shopping bags.

They were, however, feverishly using their iPhones and Blackberries to comparison shop.

“People have no shame,” Harpointner remembers thinking. “They’ll stand in the store with the clerk standing right there, and they’ll get on their phone and check [prices] online.”

It was an amazing phenomenon even for Harpointner, a guru of sorts when it comes to online shopping and e-commerce marketing.

Harpointner’s company, AIS Media, works closely with retailers nationwide to develop interactive strategies: blending traditional marketing with the online retail world. His firm creates Web sites for businesses and helps them market themselves online.

This coming week will be the make-or-break week for many online retailers and those bricks-and-mortar companies with Web sites. Contrary to popular belief, the Monday after Thanksgiving, known as Cyber Monday, is not the biggest online holiday shopping day. That distinction is coming up this Thursday, Dec. 17.

Why Dec. 17?

“The 17th represents the last day when consumers can realistically expect to get free shipping,” Harpointner said. And for online buyers, free shipping is the Holy Grail of online shopping. “Customers love promotions and discounts. One of the biggest discounts is free shipping. It’s the Number One, most sought after coupon code online.”

But as with any enticement, Harpointner cautions people to be aware of the fine print. For instance, just because a company says a product in stock doesn’t mean it is going to ship in 24 hours. Delays in processing items often trip up the online shopping experience.

Another caveat: This is not the time to go venturing into uncharted territory. Stick to the tried-and-true online retailers you know and trust.

Here’s the rest of Harpointner’s Christmas list of shopping tips for online consumers:

● Sign up for discounts.

● Look for free shipping deals at freeshippingday.com, which lists more than 300 retailers that offer free shipping delivery by Christmas. Buy early to get the best deals.

● Search online for coupon codes or promo codes for your favorite online retailer.

● Retailers are keeping inventories low this year. So if you see something you like, buy it to avoid disappointment.

● Check the ship dates. Just because a product is marked “in stock” online doesn’t mean it will ship the same day or even the next. Some online retailers use third-party companies to handle their shipping and delivery. When in doubt, call, e-mail and confirm the actual shipping and delivery date.

● Read product ratings and reviews from other customers to narrow down your search and avoid disappointment.

● Stores, such as Amazon, Best Buy and Target, have developed mobile shopping “apps” to make shopping easier. From your mobile device, you can check to see if an item’s in stock, find deals and even make a purchase.