Lazy Retail
When I go shopping I am usually looking for something that suits my lifestyle. I put quality and collectability high on my agenda because I am not interested in ‘throw away’ fads .
Like most people I like a bargain. I am wary though of the true nature of value, there is more to it than price.
I am often seduced by the ‘story’ of my purchases – the skill and craftsmanship behind them or their innovative approach to
“…we buy fulfilment. We buy memories not cameras. We buy health & wellness not vitamins. We buy quality of life not houses…”
As modern consumers we don’t just buy products or services indiscriminately, we buy to satisfy needs, we buy fulfilment. We buy memories not cameras. We buy health & wellness not vitamins. We buy quality of life not houses. There is an emotional context for retailers and others to consider and explore. This is vital to establishing and maintaining loyalty, generating business and creating a long term market.
These days the ubiquity of ‘sales’ seems to have made retailers careless at best or downright lazy at worst.
Look at the misery of ‘sale’ windows. Huge lettering offering 50% OFF. Off what…?. Red posters blocking out whole windows – obliterating the very proscenium of retail theatre. Unimaginative notices stating …. ‘More lines added’. Maybe that’s ok if you are selling drugs !.
Yes this is lazy retailing.
Why not tempt us in by showing the sofa, dress, footwear or tableware in a tempting lifestyle context to attract attention and underscore a deeper sense of value ?.
Up to 60% of merchandise is now sold at ‘off price’ – retail buyers’ mistakes sold off because consumers would not buy at full price. And so the ‘sale’ has colonised the retail arena.
Oh for the old days – when we had ‘sales’ but twice a year and great service, real value and true engagement everyday.