Chapter 10: Brick and Mortar Retail is DYING
There, I said it.
More and more physical retail spaces are closing down as the world shifts ever-closer towards total online consumption. The giant that is Amazon has effectively taken over retail as a whole, and made any and all products easily accessible to the average consumer. I mean seriously, why even bother stepping outside into humidity/rain/sun/clouds/wind just to go shopping, when I can just ask Alexa to order guacamole for me while I'm in my pajamas watching Twin Peaks?
This unreal level of convenience and variety has brick-and-mortar retail spaces in a panic, as most don't have the infrastructure to compete with Amazon. Thankfully, there are a few things that consumers can get from physical retail spaces that they can't get from the internet (yet).
Physical retail spaces act as a sort of watering hole for many towns and cities. My resident supermall back home, The King of Prussia Mall outside of Philadelphia, is the second largest shopping mall in the United States and boasts 400+ stores with almost 3,000,000 square feet of retail space alone. It's quite a beautiful thing for somebody as materialistic as I am. I'd often make the drive out to the mall, even alone sometimes, just to hang out there. The design and atmosphere of that massive space is breathtaking, and also concerning ("Good lord, how much money did these people spend on these floor tiles?"). It's a space to take newcomers to the Philly area, or go with family and friends and enjoy a day at not only a retail space, but a community gathering place. There's definitely enough room for everybody.
Many physical stores offer in-store only discounts that can only be enjoyed by showing up in person. Some consumers want to feel the "thrill of the hunt" as they physically shop and search for bargains around every aisle. Many people enjoy the social aspect of shopping too, whether it's meeting other customers, talking to salespeople, etc. These stores and businesses must find ways to market their value to customers; value that e-commerce can't match.
By focusing on the natural theatrics of retail, and by designing shopping spaces around certain themes retailers can create another world within the confines of their store. These atmospherics entice customers to stay and explore a while, raising sales and allowing businesses to observe their consumers' shopping behavior.
Brick-and-mortar may well be on the way out, but these are a few things that e-commerce will never be able to replicate. Or will they?
More and more physical retail spaces are closing down as the world shifts ever-closer towards total online consumption. The giant that is Amazon has effectively taken over retail as a whole, and made any and all products easily accessible to the average consumer. I mean seriously, why even bother stepping outside into humidity/rain/sun/clouds/wind just to go shopping, when I can just ask Alexa to order guacamole for me while I'm in my pajamas watching Twin Peaks?
 |
| "Alexa, I'm out of socks again, could you order me some?" "No, do your laundry." |
Physical retail spaces act as a sort of watering hole for many towns and cities. My resident supermall back home, The King of Prussia Mall outside of Philadelphia, is the second largest shopping mall in the United States and boasts 400+ stores with almost 3,000,000 square feet of retail space alone. It's quite a beautiful thing for somebody as materialistic as I am. I'd often make the drive out to the mall, even alone sometimes, just to hang out there. The design and atmosphere of that massive space is breathtaking, and also concerning ("Good lord, how much money did these people spend on these floor tiles?"). It's a space to take newcomers to the Philly area, or go with family and friends and enjoy a day at not only a retail space, but a community gathering place. There's definitely enough room for everybody.
 |
| King of Prussia Mall |
Many physical stores offer in-store only discounts that can only be enjoyed by showing up in person. Some consumers want to feel the "thrill of the hunt" as they physically shop and search for bargains around every aisle. Many people enjoy the social aspect of shopping too, whether it's meeting other customers, talking to salespeople, etc. These stores and businesses must find ways to market their value to customers; value that e-commerce can't match.
By focusing on the natural theatrics of retail, and by designing shopping spaces around certain themes retailers can create another world within the confines of their store. These atmospherics entice customers to stay and explore a while, raising sales and allowing businesses to observe their consumers' shopping behavior.
Brick-and-mortar may well be on the way out, but these are a few things that e-commerce will never be able to replicate. Or will they?
Comments
Post a Comment