A trip to the shops will never be replaced by a trip to the computer

What people want from their trip to the shops hasn’t changed much: seduction, fun, instant gratification, discovery, service, sensory inspiration – touch, sound and smell – convenience, social interaction, local-ness.

Sad onlineThis contrasts markedly with online which can only offer a more solitary, functional version of shopping.  Something important is lost through the experience of communicating and shopping online and this provides opportunities for the role of stores as social enablers.

Depending on the category, the sensory aspects of retailing can be as important or even more so than the operational and functional components. Traditional retailers who embrace the experiential dimension of the shopping experience have an advantage over online competitors.

This doesn’t mean adding a pretty pink bow to your hardware store, it means delivering the right experience for any given environment and demographic. Experiential technologies enhance in-store shopping with engaging, personalised environments, interactive interfaces, customer- specific responses, video on demand, augmented reality and social media integration to ultimately create a bespoke and compelling experience for each individual consumer to ensure every visitor is a sale and every sale is an upsell.

Want to know more about the natural advantages that store operators have over their online equivalents? Download our FREE whitepaper here.

How can these technologies provide retail experiences? Download our FREE whitepaper here.

Interesting thought: Paco Underhill observed that most retail environments continue to be designed and operated by men – for women. If more women designed store environments would they look different to what they are today?