Product. Price. People. Place. In that order.
Maybe it's the "Back To" season that's gotten me thinking this way, but let's look at the basics. Each purchase decision has it's own set of criteria; various points along the rational-emotional continuum.
Consumers don't like shopping in stores as much as they once did and that's a problem for retailers with most of their dollars invested in brick and mortar outlets. According to The Wall Street Journal, shopper satisfaction at retail stores is declining upwards of 15 percent a year, based on ongoing research by Interpublic Group (IPG) of more than 10,000 North American shoppers.
Why do we find in-store shopping increasingly dissatisfying? Because we are emotional beings and seldom is the shopping experience (In line OR online--online is mostly about procurement, after all.) engaging or compelling or lasting.
IF these technologies enhance the shopping experience AND help move more merchandise then they may make sense. Right now it seems like a lot more clutter and confusion.
Big Win: Sunglass Hut’s in-store/social media mash-up makes shopping fun and plays on the emotional drivers of the product.
I love contemplating the possibilities for company and consumer alike. One of my favorites to date is Sunglass Hut's in-store/social media mash-up. http://bit.ly/dcSidM
Is it moving more sunglasses? That remains to be seen.
More retail experts’ opinions at RetailWire: http://bit.ly/aVWzmO.
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