social experience

[masterding]

From VOA News:
U.S. shoppers are spending more than ever on e-commerce, a trend experts say is likely to spread to other nations. Online sales are now as much as one-tenth of U.S. retail sales, prompting traditional “bricks and mortar” stores to seek new ways to hang on to their customers.
....
Traditional merchants worry that growing e-commerce will shrink their share of the market.
Cornell University Marketing Professor Ed McLaughlin says they have reason for concern. He spoke via Skype. “Anything that can move online, will. It is just a matter of time,” he stated.
McLaughlin says traditional stores can keep their customers by offering goods like clothing, which customers may want to see and try on before purchasing - as well as items that are difficult to ship. He says some ”bricks and mortar” stores are also pleasing customers with services that set up or repair computers and electronics.
Traditional stores also offer a social experience that some shoppers enjoy.
Bill Martin, the founder of ShopperTrak, spoke to VOA via Skype. "There is still a lot of emotion in the buying decision that takes place. Oftentimes, you need that last sense of ‘this is exactly what I want’ before you part with money," he said. "And you can’t always get that on-line. It’s a rather cold process."

My questions:
1.I suppose it means " Anything that can move online,will move online." but can it be simplified in this way?
2.What does "social expereince" mean?
3.When you do shopping ,whether online or physicially ,you'll always want to buy goods that you exactly want.I can't see how there any emotion is in it.
Thanks.

 

[Gillnetter]

From VOA News:
U.S. shoppers are spending more than ever on e-commerce, a trend experts say is likely to spread to other nations. Online sales are now as much as one-tenth of U.S. retail sales, prompting traditional “bricks and mortar” stores to seek new ways to hang on to their customers.
....
Traditional merchants worry that growing e-commerce will shrink their share of the market.
Cornell University Marketing Professor Ed McLaughlin says they have reason for concern. He spoke via Skype. “Anything that can move online, will. It is just a matter of time,” he stated.
McLaughlin says traditional stores can keep their customers by offering goods like clothing, which customers may want to see and try on before purchasing - as well as items that are difficult to ship. He says some ”bricks and mortar” stores are also pleasing customers with services that set up or repair computers and electronics.
Traditional stores also offer a social experience that some shoppers enjoy.
Bill Martin, the founder of ShopperTrak, spoke to VOA via Skype. "There is still a lot of emotion in the buying decision that takes place. Oftentimes, you need that last sense of ‘this is exactly what I want’ before you part with money," he said. "And you can’t always get that on-line. It’s a rather cold process."

My questions:
1.I suppose it means " Anything that can move online,will move online." but can it be simplified in this way? I prefer "Anything that can be moved online, will be moved online".
2.What does "social [STRIKE]expereince[/STRIKE] experience" mean? Some shoppers enjoy being around other people and talking with the sales people in a store.
3.When you do shopping ,whether online or [STRIKE]physicially [/STRIKE] physically, you'll always want to buy goods that you exactly want. I can't see how there is any emotion is in it. Most people do feel emotions when they buy something. These emotions range from fear to joy and nearly everything in between. There is a large industry in the US (and, I suppose in other countries as well) devoted to teaching people how to sell and part of the instructions are how to deal with the emotional responses a salesperson should expect from a customer.
Thanks.

Gil