A few weeks ago, I read an interesting article about how bricks and mortar retail stores in North America have been losing the battle against online retailers. In the Information Age, online retailers have the edge of easy browsing, fast and free shipping, and customer reviews – all from the comfort of one’s own home.
If traditional retailers are going to be successful, they must step up their game and think outside the box, so as to not lose their customers. It’s been suggested that one of the ways that retailers could do so is to make visiting the stores more fun. People truly want to go out and have a memorable experience, and at the same time, companies need to improve customer loyalty and retention. For example, Chapters / Indigo has cozy seats for customers who love to read, while some grocery stores have cooking demonstrations to entice customers shopping for food and kitchen products, and a few clothing stores and restaurants invite local bands to play music for the customers.
Given the fact that bricks and mortar retail stores in North America are losing customers and online retailers are becoming more effective and prominent, bricks and mortar retailers have to learn to entertain and bring more fun into the experiences they are delivering. I encourage everyone to look out for the fun retailers… they are the ones whose employees seem the most passionate, provide great customer service, and make it worth a trip outside of the house.