As we work through a global retail
revolution there are growing trends in retail commentating and “enhancing the
retail experience” is becoming the buzz phrase. At the same time, the
discussion is moving away from “the death of bricks’n’mortar” to an
acknowledgement that bricks’n’mortar will simply benefit from technological
improvements and remain a strong force.
“Selling stuff” has moved on to
providing a “shopping experience” and the sentiment has been captured in a
quote from Apple Stores creator, Ron Johnson - “A store has got to be much more than a place to acquire
merchandise. It’s got to help people enrich their lives. If the store just
fulfills a specific product need, it’s not creating new types of value for the
consumer. It’s transacting. Any website can do that. But if a store can help
shoppers find outfits that make them feel better about themselves, for
instance, or introduce them to a new device that can change the way they
communicate, the store is adding value beyond simply providing merchandise. The
stores that can do that will take the lead.”
The
recent decline of Toys’R’Us has enhanced the argument with comparisons being
drawn between Toys’R’Us with their focus on products and Lego with their focus
on experiences, particularly through Legoland centres where the emphasis is on
playing with their products.
It is
nice to know that bricks’n’mortar shopping is being seen in a more positive way
but obviously retailers need to do work on the experience aspect to be part of that future.