If you're an online etailer or a traditional store or both, you've got to address a litany of reasons why consumers prefer shopping online vs. in stores. If you're an etailer, it means capitalizing on these reasons. If you have a store, it means combating them. Either way, they can't be ignored.#1: Consumers believe they get the best prices and deals online.Capitalize on it: Reinforce your deals and prices in emails, on your site, in search, etc.Combat it: Prove to the consumers that your stores have great deals too.#2: Consumers like shopping from home. Capitalize on it: Every chance you get, pound away at this convenience.Combat it: Let 'em know that they can order online and pickup in the store &#8211; the best of both worlds.#3: There are no crowds to avoid online.Capitalize on it: Show long lines of people waiting to pay in stores.Combat it: Let them know the best time to shop when there aren't crowds.#4: There's better inventory and selection online. Capitalize on it: Use dramatic numbers to drive home this point, including the benefit of greater online inventory, which is a better chance for the consumer to find exactly what he wants.Combat it: Talk about how you can satisfy the consumer by getting exactly what she wants from another store or your online store.#5: They get better customer service online. Capitalize on it: Promote the availability of online chat, your online store being open 24/7 and other customer service advantages.Combat it: Talk about how educated salespeople can help you find the right items much better than someone on a phone call can.The bottom line is, right or wrong, many consumers believe the reasons outlined above. So you need to deal with them in a way that makes the most sense.Further, more and more consumers are using social media tools to aid their shopping. Deloitte LP reports that 44% consumers planned to use social media for holiday shopping; 51% will read online reviews and 57% will use social sites to find discounts.Clearly such tools were not available a decade ago, and we can all see how they are impacting consumers and changing the way they shop. Etailers and retailers need to adapt as well.Grab a PDF of this article: http://A111.acquirgy.net Irv Brechner has written over 100 published direct marketing articles and 13 books on a variety of topics. He's been a pioneer in online customer acquisition since 1996 and offline for his 35-year career. He has developed Acquirgy.com's "Customer Acquisition Intel Center" (acquirgy.com/intel ) he evangelizes best-of-breed tactics to help companies acquire customers in the digital age. He can be reached at: firstname.lastname@example.org .Read all Irv's MediaBizBloggers commentaries at Customer Acquisition Intel.Check us out on Facebook at MediaBizBloggers.comFollow our Twitter updates @MediaBizBloggerThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggers.com management or associated bloggers. MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentaries.