Lately, it seems that e-commerce has been taking over everything, and now it is even switching over to mobile devices. Malls that have stood for decades are closing down, and even popular chains are shutting store doors due to a lack of business. Originally, retailers tried to combat this switch to e-commerce, like offering separate coupon deals for people who shopped in the store with better deals and discounts.
However, instead of combating this shift to e-commerce, some retailers are embracing the change with more digital friendly stores, according to Business Today. For example, Sport Chek, a Canadian sports retailer, already has 800 screens throughout its Edmonton location, each with different deals and the majority interactive.
Other retailers, like Nordstrom, are trying to emphasize on social media sites like Pinterest, and advertising the most popular pinned items on Pinterest to grab customers’ attention as they walk through the store. In general, the stores want to focus more individually on the customer, almost making it like an e-commerce experience. For example, if a customer walks by an object without purchasing it, a coupon will pop up on their phone for the item, in an effort to make the customer reconsider.
Now, this change may be amazing for some customers, and provide an almost virtual experience as they make their way through the store, but others may just find it annoying and another intrusion of social media into their daily lives. For this to work, the user must also have a smart phone to receive all the details, and constantly receiving coupons or notice of popular items as you walk by them can get a little tiresome and overwhelming, especially if you are not an avid user of many of these social media sites. Especially with stores like Nordstrom, many customers may not be as well connected to social media networks as the store anticipates, and turning away customers is the last thing they want to do. In order to reach out equally to every age group and consumer base, retailers need to make this change slowly, so customers can adjust to the changes. Even with its problems, this new form of shopping may revolutionize the way we shop in-store, and also momentarily pause the slow shift to e-commerce.