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3 Ways to Keep the Personal Touch in Brick-and-Mortar Retail

Retailers must deliver a purposeful in-store experience

The good news is the so-called “Retail Apocalypse!” narrative is turning out to be another ghost story. It’s a dramatic, scary idea but ultimately exaggerated and unrealistic.

Brick and mortar retail is growing. Yes, more than a few retailers went belly-up over the past five years, but blame for their failures was reflected in the mirror, not in consumers’ changing tastes or the growth of online shopping.

Innovative, nimble retailers still thrive. While the convenience of ecommerce will continue to fortify its growth, smart brick and mortar retailers will focus on their own evolution throughout the entire brand experience, notes Ron Lutz, EVP and chief client officer at Miller Zell.

In his article, “3 Ways to Keep the Personal Touch in Brick-and-Mortar Retail,” he asserts that retailers must deliver “an in-store experience that is purposeful, measurable and memorable.”

The customer experience must not grow stale. That means retailers need useful technology, enhanced discovery shopping and memorable in-store interactions.

It’s all about creating the best possible customer experience and thereby cultivating the sort of brand loyalty that transforms a store into a destination.

Read the article here:
3 Ways to Keep the Personal Touch in Brick-and-Mortar Retail