Times are changing! Business on all fronts is rapidly moving in a mobile direction. Some companies are already moving towards more of a "showroom" experience, as it can guarantee top-notch customer experiences, near perfect merchandising standards, less overhead, and a potential for more accuracy when it comes to depth in a product category.
This idea may work for some business models, but it is not a one-size-fits-all answer. In fact, it is the simple idea that "one size fits all" is false, and that is what will keep inventory levels in stores and store based retail alive. But there is one approach that can work for everyone. BE A PART OF SOMETHING BIGGER! Several companies are not only making community involvement a major part of their operational structure, but they are actually evolving their mission to include the world outside their stores.
In a time where technology is taking off, the same people that cling to the next best smartphone also seem to long for nostalgia. Things like vintage bicycles are not only trendy, but they are an increasingly popular way to get around town. When everything else is fast, slow can be refreshing. Being an active part of your community shows that you operate at both of those speeds.
The trouble is in the execution of this -- who is responsible for making it happen? Should a corporate team be tasked with this? Individual store managers? District Managers? The answer is everyone. Yes, corporate players should use their connections to develop relationships that create opportunities. Store managers and their teams need to feel empowered to act, and their District Managers should be given power to support.
Advertising, is no longer about where and when can I find the best deal. It is about making a connection with the consumer that makes them feel like they belong in your store. You accomplish this by making them feel that you belong in their world!
This idea may work for some business models, but it is not a one-size-fits-all answer. In fact, it is the simple idea that "one size fits all" is false, and that is what will keep inventory levels in stores and store based retail alive. But there is one approach that can work for everyone. BE A PART OF SOMETHING BIGGER! Several companies are not only making community involvement a major part of their operational structure, but they are actually evolving their mission to include the world outside their stores.
In a time where technology is taking off, the same people that cling to the next best smartphone also seem to long for nostalgia. Things like vintage bicycles are not only trendy, but they are an increasingly popular way to get around town. When everything else is fast, slow can be refreshing. Being an active part of your community shows that you operate at both of those speeds.
The trouble is in the execution of this -- who is responsible for making it happen? Should a corporate team be tasked with this? Individual store managers? District Managers? The answer is everyone. Yes, corporate players should use their connections to develop relationships that create opportunities. Store managers and their teams need to feel empowered to act, and their District Managers should be given power to support.
Advertising, is no longer about where and when can I find the best deal. It is about making a connection with the consumer that makes them feel like they belong in your store. You accomplish this by making them feel that you belong in their world!
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