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Retailers must innovate and adapt to thrive in the age of Amazon
JUNE 26, 2017 | The Globe and Mail | HARVEY SCHACHTER.

Mr. Stephens does not believe we are seeing the death of retail. But we will need to see retail's reinvention, and soon. At the core will have to be the understanding that we don't need physical stores for distribution of goods, as Amazon has shown. But we will need them for experiences.

To his mind, Amazon is actually not a retailer. It's a data technology and innovation company that succeeds by ignoring the conventional wisdom of retailing and following its own ways. He notes that last year Macy's CEO Terry Lundgren said that while Amazon might pose some threat in apparel sales it would suffer because it was not prepared to handle complexities such as returns of items. But to Amazon, that's just another challenge to be handled by data and technology, as it is showing. When Amazon opened a physical store, it looked at retail through its own eyes and, in an age of mobile devices, eliminated cash registers, checkouts and lineups.

"But Amazon does not want to play in the physical experiences arena. They want to take the friction out of the equation. So if retailers can make the experiences in their stores rich, they can gain an edge," says Mr. Stephens. But most, of course, aren't all that effective for now, even at a basic level of romancing the customer, let alone the redesigned future he is calling for, where stores are redesigned around experiencing the product under consideration.
retailers  innovation  Amazon  Harvey_Schachter  experiential_marketing  Doug_Stephens  emotional_connections  contra-Amazon  slight_edge  physical_experiences 
september 2017 by jerryking
Nordstrom Tries On a New Look: Stores Without Merchandise - WSJ
By Suzanne Kapner
Sept. 10, 2017

Nordstrom Local, doesn't stock clothes.....it's a new concept as retailers across the U.S. are wrestling with how to best to use their physical spaces and attract customers who are migrating to the web. For department-store chains like Macy’s Inc., J.C. Penney Co. , Kohl’s Corp. and Sears Holdings Corp. , one answer has been to shrink their footprint by closing stores or experimenting with smaller ones......consumer habits are changing.....“There aren’t store customers or online customers—there are just customers who are more empowered than ever to shop on their terms,”...Nordstrom Local, scheduled to open Oct. 3 in West Hollywood, Calif., will span 3,000 square feet, far less than the 140,000 square feet of one of Nordstrom’s standard department stores. It will contain eight dressing rooms, where shoppers can try on clothes and accessories, though the store won’t stock them. Instead, personal stylists will retrieve goods from nine Nordstrom locations in Los Angeles, or through its website. The stylists can also pull together looks for shoppers through a “style board” app.

“Shopping today may not always mean going to a store and looking at a vast amount of inventory,” said Shea Jensen, Nordstrom’s senior vice president of customer experience. “It can mean trusting an expert to pick out a selection of items.”..In addition to manicures, Nordstrom Local shoppers will be able to order wine, beer, coffee or juice from an in-store bar, and those who place orders on Nordstrom.com by 2 p.m. can pick them up there that day. They will also be able to return items at the store that they bought online or from other Nordstrom locations. Tailors will be available for alterations or to help members of Trunk Club, an online clothing service that Nordstrom acquired in 2014, select fabrics for custom garments.

Other retailers have experimented with inventory-free stores, including Bonobos, the men’s fashion brand bought by Wal-Mart Stores Inc. over the summer. Stores such as Pirch, a purveyor of high-end home appliances and decorative plumbing, have taken the experiential route, inviting shoppers to bring bathing suits to test their $1,000 showerheads....the traditional retail store hasn’t changed much over the years. One hindrance, according to Doug Stephens, founder of the consulting firm Retail Prophet, is that Wall Street measures success by sales per square foot and other metrics that are becoming outdated in a world where shoppers still visit stores but increasingly make their purchases online.
Nordstrom  Nordstrom_Local  Macy  personal_stylists  BOPIS  Doug_Stephens  retailers  sales_per_square_foot  physical_space  experiential_marketing  small_spaces  curation  department_stores  inventory-free  e-commerce  store_footprints  downsizing  Bonobos  metrics  in-store 
september 2017 by jerryking
DigitalSignageToday.com: 10 'Big Ideas' from ICX Summit 2016
June 6, 2016 | Newstex Trade & Industry Blogs, | by Christopher Hall

1. Media has become the store, so the store has to become the media

How many websites or digital signage or kiosk screens ha...
Doug_Stephens  metrics  retailers  kiosks  digital_signage  experiential_marketing 
august 2017 by jerryking
The Future Of Retail: Experiences Per Square Foot -
March 18, 2014Posted in Big Data, Blog, Customer Service, Marketing, Shopper Marketing, Social Media, Store Experience, Strategy, Technology, The Future
By Doug Stephens
metrics  experience  retailers  Doug_Stephens 
august 2017 by jerryking
Retailing Through The Trough Of Disillusionment -
January 22, 2016Posted in Blog, Marketing, Mobile Marketing, Strategy, Technology, The Future

By Doug Stephens
Doug_Stephens  retailers  strategy  location_based_services  LBMA  tech-utopianism  disillusioned  Gartner 
january 2016 by jerryking

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