Be. Very. Afraid.

Just take a look at this chart.

 

What shoppers had to say in Q1 2012 about their method of shopping.

Shoppers said shopping in bricks and mortar retailers is reliable and safe.

Reliable and Safe. Reminds me of the guys my parents used to tell me to date when I was seventeen. I then brought home guys of whom they were very afraid.

Reliable and Safe. Major brick and mortar retailers in the U. S. should be very afraid.  These words are not the hallmarks of the future of in-store retail, in my humble opinion.

The kids are bringing home convenient, easy and favorite.

Recently, I was reading The Buying Brain, which has a chapter about several types of in-store experiences that engage shoppers’  brains, causing them to rate that experience as more superior. In this neuroscience research, conducted by Nielsen-owned NeuroFocus, the types of experiences shoppers connect with in brick and mortar stores have one of the following elements:

Entertainment.

Information. (as in findability)

Education.

Social/Self Worth.

Community.

We need to ask shoppers about these words. But, first, we need to deliver on them in store-based retail. It’s not impossible, but it takes commitment and investment in more than just the goods on the shelf.

Reliable and Safe. These words are a hint to the kiss of death, not the kiss of a passionate connection.

Real live retail without a passionate connection to the shopper?

Be. Very. Afraid.

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