motivated assistants who know how to energise people to act on the ground. This brings us back to the topic of contexts. If you understand how to make the relevant contexts the focal point, then you can offer multiple perspectives of your product portfolio. If you do not offer these contexts, everything rests on just one criterion: the price. You are then instantly comparable with the whole world.
5. BE AN EXPERIENCE We see a very strong shift in people’ s values towards celebrating life rather than owning things. Instead of wanting to buy cars, for instance, young people are looking to invest in the latest exercise trends and extreme sports or travel. Anyone wondering how to spend their day on a beautiful summer morning can decide whether they would prefer to go for a cycle or swim or hit the shops. If a brick-and-mortar store can succeed in offering the same recreational value as sport, for example, with additional inspirations, it will be the frontrunner. But a change of attitude is essential for this: the basic philosophy switches from“ sales per square metre” to“ experience per square metre”. There are already lots of current examples of retailers who are proving excellent at this. If you can get people excited about your store using the simple methods described above, you will be rewarded over the long term.
Hardly a week goes by without a trade journal reporting on big investments in these aspects. From food discounters and fashion sellers to the construction industry, a major shift in just such a direction can be seen.
Best practice – the book store experience
After many retailers were forced to close their doors due to a shift in sales, a powerful rethink changed the industry. It had enjoyed fortress-like protection for decades through fixed book pricing, which meant it never developed the antibodies for an alternative strategy. After years of looking for a solution, booksellers are now creating environments for people who want to spend time in a lounge atmosphere and, quite incidentally, buy books as well, oddly enough.
A phrase that has been a fact of life for retailers for centuries has never meant so much as it does now: you snooze, you lose. All the more reason to address your value proposition. Exciting times!
Author: Frank Rehme, gmvteam
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