Historically, shopping has been a sensory experience. Store associates served as personal shoppers, helping customers pick out items. Shoppers gauged quality by the look and feel of a product. They asked for sales associates’ opinions when they tried on clothes. It was as much an emotional experience as it was a physical, tactile one.
How Retail Can Thrive in a World Without Stores
The shopping experience is moving from the mall to the home.
July 21, 2017
Summary.
As more and more shopping shifts from in-store to online, what can retailers do to stay relevant? In this piece, the author offers three key suggestions for how retailers can keep up with shifting market trends in the new, digital-first landscape: First, they should explore ways to let consumers try products in the comfort of their own homes. Second, for products where trying on and returning is difficult, sellers should consider developing an Augmented Reality experience to enable customers to try products on virtually. Finally, they should invest in logistics to ensure the delivery process is as smooth as possible. As we enter a new era of online shopping, retailers must adapt their customer experience — or risk becoming obsolete.
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Accelerate your career with Harvard ManageMentor®. HBR Learning’s online leadership training helps you hone your skills with courses like Sharpening Your Business Acumen. Earn badges to share on LinkedIn and your resume. Access more than 40 courses trusted by Fortune 500 companies.
Take your career to the next level by learning business and finance basics, and developing an enterprise mindset.