DMM Retail Industry e-News Issue #177
It’s Not Enough to Sell Stuff – It Must be an Experience
We’ve heard a lot about how retailers in the real world have to provide more than just product – they have to provide an experience. Consumers want to be entertained while they shop, learn something – get something else for their buck. PYMNTS.com recently provided a few examples of retailers that successfully entered that world, including Anthropologie, Macy’s and Lululemon, whose Chicago store “offers food, events, meditation sessions and fitness classes.” Macy’s chief brand experience officer, Rachel Shechtman, agrees with the concept, noting, “Physical spaces need to provide a value that you can’t get from your couch.”
Part of that Real Word Experience Includes, You Guessed It, Food
It’s one thing to offer helpful salespeople or unique deals in a mobile app or even comfy chairs to sit in to rest. Consumers like being able to eat a decent meal that they don’t have to wait to be delivered or cooked and someone else has to clean up after it’s over. Herald at Market by Macy’s debuted its smaller-format concept last month at Southlake Town Square in Southlake, Texas. It’s a 20,000 square-foot immersive shopping experience that includes Herald, their cafe where you can get breakfast and lunch, plus craft cocktails, beer and wine. Lauren Vocelle, manager of media relations for Macy’s Inc. South Region, told Winsite Grocery Business they want to attract shoppers with the growing sip-while-you-shop trend. “Food items are sold within Herald at Market by Macy’s, but shoppers are welcome to bring their coffee or cocktail with them as they shop throughout the store,” Vocelle said. It was something they first tried at their flagship store Herald Square, NYC, in late 2018.
Six Ways to Grab Millennials / Gen-Z Shoppers with Super Customer Support
If you were looking for ways to provide better customer service, you might pay attention to what a customer communications expert had to say. Anand Janefalkar is the founder and CEO of UJET, Inc., a customer support company. He suggests, in a recent post on MyTotalRetail.com, that “top-notch” customer support is necessary to appeal to millennials and Gen-Z consumers. “These demographics already wield enormous spending power and will continue to do so for years. By implementing the latest customer support technologies and enhancing processes, retailers can see benefits such as repeat business and increased loyalty,” he said. Among his suggestions for retailers who want to offer a modern and personalized customer support experience, use smartphones and Instant Messaging to communicate with customers. He’s got four more ideas here.
DMM: Where the Data is Constantly Updated and Refreshed
Did you know that The Directory of Major Malls/ShoppingCenters.com data was updated over 540,378 times in the past year alone? That’s more than 530,000 more updates than home runs hit by Major League Baseball players last year, and more than three times greater than the number of 1,000 dollar bills that are still in circulation in the United States. What does that all mean? Who knows. But we know what our data can do for your business. Come check it out.
DMM e-News - Issue #177
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