It’s been far too long since the last entry in this blog! The reason is that I’ve recently relocated down to London to work for an economics consultancy. While an amazing job, a day spent carrying out economic analysis has somewhat dampened my propensity to do the same in my free time. Nevertheless, it’s impossible to go for long without making some kind of everyday observation that’s simply crying out for a little bit of econ analysis…
Regular users of London’s transport network cannot have missed the seemingly endless number of adverts for Dixons.co.uk. For those lucky enough to avoid the capital’s commute, the site here has a couple of examples.
For a consumer this makes a lot of sense: take a look at the product in the big department store and then, once you’re sure it’s the best choice, buy it online where the overheads (and prices) should be lower. Clearly this phenomenon isn’t confined to consumer electronics – it’s probably even more apparent in an area such as bookselling. Over the next couple of blog posts I’m going to try to explore some of the possible ramifications of such a situation. In order to do so, it’ll help to illustrate a simplification of the problem (it would be very easy to formalise this in mathematics if I were so inclined).
Imagine you’re looking to buy a set of headphones in a world where there’s only one relevant difference between competing products, comfort. The only way to tell if the particular pair of headphones suits you is to try them on. Note that I’ve simplified things by choosing an attribute of quality that cannot be ascertained at all without trying out the product personally. For other aspects of quality you can perhaps read online reviews to get some idea, although as long as there remains some uncertainty before trying the product out it’ll work out the same. Without any great loss of generality, we can even assume that all headphones have the same production costs – they’re simply customised to different types of ears. In such a world, your happiness (utility) depends only on the fit of the headphones.
In this world there are two (types of) shops to choose from. One is an online merchant: you specify the model of headphone and it gets delivered straight to you. The problem is that, without knowing how the different products vary, on average you won’t get perfect-fitting headphones. Providing that refunds are not possible (or are enough of a hassle to prevent you constantly buying sets, trying them, and returning them until you get the perfect fit) this isn’t a great situation.
The alternative is the high street store. They stock the same range of products, but you can try them all in turn to get the perfect headphones. Of course, having all the products on display in a prime location translates into higher costs, passed on to you as pricier headphones. If the choice was simply between buying at one outlet or another then you might be willing to pay a fair bit extra in the knowledge that you’ll get the perfect headphones. But the most cost-effective way to proceed is to get the quality information in the shop and buy online, as in the advert.
In this simple world, we might get the following sequence of events:
- No-one buys from the high street
- High-street stores close
- Eventually, everyone ends up having to randomly guess their headphone fit online
Note that if people hated mis-fitting headphones enough then they might now stop buying from the online stores as well. If this was the case you’d possibly get cycles of online and high-street stores appearing and disappearing, in a similar way to the population cycles of small furry mammals and their prey. This would be a bit nastier to model (there’d be no equilibrium) so I’m going to assume it away for now: headphone fit matters, but most people prefer badly-fitting headphones to none at all.
This raises a couple of interesting questions. Firstly, from the perspective of the high-street shopkeeper, this is clearly not A Good Thing. Is there anything that they can do to stop the process or is it inevitable?
There’s also the government’s view on things, assuming that the government cares about the population’s happiness. Providing that the extra overheads of the high street exist (so they can be driven out of business by online stores) but not huge (so everyone was better off with the high street stores) the government will wish to restore the original situation. Is this possible?
Hopefully I’ll have the time to look at at these questions over the next week or so. The first step will be a (very quick) review of the literature: I’ve written this on a train with no access to the internet, so in all probability there are already some interesting treatments of the subject. They will likely involve what’s known as a “positive externality” – the high street store displays provide a benefit to agents (the consumers who don’t pay and, indirectly, the online store) for which they’re not fully compensated.




