Let’s Get Physical

We used to live in a time when making a purchase meant having to visit multiple shops and retailers to attain new goods. Today, with the ease of Internet shopping sites and powerhouse sellers such as Amazon, it is possible to choose from a greater variety of items from one location. In a world where you can get anything you want, wherever you are, how can a brick and mortar retailer compete?

Creating a better reality with storytelling is a powerful way for a company to reach its customers on an experiential level. Providing a meaningful experience for consumers while retaining relevance to the product is paramount.

Leveraging creative initiatives, retail shops can build connections with their consumers. Spotisquare is an example of this. Foursquare teamed up with Spotify to connect venue and retail locations with music playlists. Visitors can make collaborative playlists and share the experience of making music in relation to a place.

Stickybits is a social network in which users attach personalized content to a product barcode. When another member of the network scans the barcode, they see the notes, recipes, tips, photos, and reviews of that item. Retailers are engaging consumers on a more personal level creating stories based on their personal experiences.

A more localized approach to creating consumer connectivity comes from Subway in Japan. The restaurant allows you to grow and harvest your own lettuce, which is then immediately placed on your sandwich. It’s about creating an experience even for objects that are ubiquitous; making the customer more excited about interacting with a product or brand through relevance.

It may be more difficult for physical retailers to compete with larger warehouse-style Internet markets. They can build a sustainable, competitive advantage by engaging consumers to interact with them on an experiential level.

(Jean Yves Minet : @Ace_Brandage)

Creative Commons photo by John Morgan