With people becoming more knowledgeable on areas such as this, retailers are becoming smarter too. Using lighting to establish atmosphere, data to customize shoppers’ experiences and technology, such as indoor positioning to help people locate goods while tracking their progress through stores to optimise displays, are just some of the tactics being used. So, where is it all heading?
Businesses need to be visionaries. Parik explains that a number of retailers are trying new concepts such as wine and beer events and gamification to engage consumers.
“Retailers need to work out how they can bring a fusion of experiences into a static environment,” says Parik. “During their customer journey, a person might have a whole range of different needs over a period of two hours – not just buying clothes or vegtables.”
He adds: “That’s where retailers need to focus, catering for all of those different experiences. But there will be many retailers that will go out of business, there is no doubt about it, as they will not be able to transform because of the costs associated with this.”
Just ask V&D, BHS or Blockbuster, they will tell you.