The Retail Apocalypse That Never Was: What’s Really Next for Brick-and-Mortar Stores

It’s no secret that e-commerce is transforming the retail landscape as consumer preferences lean towards more digital, convenient ways of shopping. Some stores have closed, and some brands have disappeared – but the retail industry is far from experiencing the sort of apocalypse that industry analysts feared. 

Ultimately, the rise of e-commerce is just another twist and turn in the otherwise ever-evolving journey of brick-and-mortar stores. Online sales may have more than doubled in the last decade, but the majority of retail revenue continues to come from physical locations.

With the ease and convenience of online channels, it may be hard to believe that consumers still frequent brick-and-mortar stories. But according to the SAP experience management survey, “Couture Connections: Fashioning Improved Customer Loyalty with Experience Data,” 85% of shoppers indicated that they still value the human connection of one-on-one customer service and support.

The immutable human bond between retailer and consumer

We’ve all had at least one excellent shopping experience – online and in real life. But honestly, nothing captures the heart and mind of consumers like a well-trained salesperson that demonstrates genuine care and concern. Such interactions are much more than building a sale and finishing a transaction; it’s about establishing a relationship of trust that is highly personal and memorable.

I experienced my own “human” retail moment during a recent business trip in New York City. As a retail veteran myself – starting on the sales floor to eventually owning my brand – I know an exceptional store experience when I see one. But nothing prepared me for how deeply moving one shopping trip can be in our otherwise hyperconnected world.

 Caught in an NYC winter day of unusually warm weather, I knew that all the sweaters and long pants I had packed were not going to keep me comfortable. During a lunch break, I decided to walk three blocks from the office to visit a store with a display window of edgy, yet feminine, styles that caught my attention. 

As soon as I walked through the door, I shared my personal story of coming to the city without the right kind of clothes. I’m hot and uncomfortable – and just wanted a simple dress that I can wear for the rest of the day. 

After hearing my story, one of the sales associates got right to work, moving from rack to rack, front to back, and side to side. After sizing up my fashion preferences by checking out the outfit I was wearing at that moment, she was able to pull the most amazing dresses and outfits that suited me. At first, I thought about buying one dress that I can wear for the rest of the business day and a night out afterward. However, I ended up purchasing two!

While this experience so far was incredibly curated and supportive, the experience did not end at the register. The sales associate shared with me that a new promotion was starting the next day. She offered to set aside my choices, process my transaction the next day, and have it delivered to my hotel room by 7:00 a.m. that day. 

Initially, I thought such an offer was too much to ask. But after that little pink bag was delivered to my room at 7:00 a.m., I was in awe. No extra charge. No payment errors. Only the outfits that I purchased – steamed, ready to be worn, and perfect for me. 

To this day, I always visit that store whenever I visit the NYC office. Sure, the taxes are higher than the same store in my hometown. But it’s the shopping experience – not just the clothes – that makes me come back.

Demand for brand connection renews the purpose of traditional stores

Creating such a stellar human-centered retail experience can be one of the most defining experiences in the customer journey. By understanding the wants, needs, behaviors, and motivations of every consumer, retailers can give consumers personal touches that can turn a shopper that’s “just looking” into a raving fan for life.

For this reason, physical stores – from a permanent location to a pop-up shop – is more relevant than ever before. This is where retailers can collect feedback from consumers, measure the outcomes of experience management strategies, and train their workforce to embrace their influence as brand ambassadors.

Are you ready to create such a loyal following through the power of your physical store locations? If so, you’ll want to read my next blog. I will provide a prescriptive road map that moves the consumer experience beyond just satisfying demand for convenience, transparency, and control to providing personalized services that let everyone fall in love with your brand. 

This article was also published on LinkedIN - Feb 2020