Shopping: It’s all about the experience
Yesterday’s news was filled with stories about shopping during the Thanksgiving holiday weekend. The Nightly Business Report examined the results in context of industry trends due to technology and customer expectations.
NBR used the term “blurring” to describe why Black Friday has become more cyber and Cyber Monday has become more physical. First, many consumers are beginning their holiday shopping earlier, this year by November 10, due to promotions and discounting. So Black Friday is just more of the same promotions, less compelling. Cyber Monday has become less important because people no longer need to wait to get to work for access to high-speed internet. They’re buying online any time.
With technology supporting the ease of online shopping, what is the future of indie retail? It’s all about the experience.
These elements that create a memorable experience become not just more important, but essential:
Store design that makes you feel good, a space that is uplifting
Displays that are irresistible and offer delightful discovery
Selection that is manageable, interesting, and exudes quality
Fully present and genuinely helpful assistance
And when it comes to gifts, the complementary gift wrapping can be the simple, obvious amenity that seals the deal … the extra something that is beautiful, makes things easy, and is offered in the spirit of joy and shared delight.
Then, add Cider Monday (thanks to bookseller Willard Williams of The Toadstool Bookshops) and the Indies First promotion on Small Business Saturday (thanks to the American Booksellers Association) and the experience just got more rich and personal.
When corporate retailers will continue to blur the shopping experience by deluging the marketplace with special offers, let’s focus on the importance of creating a special experience. The authenticity of the personal and in-peerson has tangible value in a world immersed in faster, cheaper “stuff”.