In Feburary 2015, Amazon opened its first physical store on the campus of
Purdue University in West Lafayette, Indiana, USA. The giant e-tailer calls it
a "customer order pickup and drop-off location" and it exemplifies the blurring
of the retail marketplace, as discussed in Professor Mitchell's new online talk
from Henry Stuart Talks www.hstalks.com.
Consumers can now buy in a shop, on a website, via an app on a laptop or
smart phone and even through a games console. Consumers no longer see a on- and
offline world but a world, as we see with interactive window displays and QR
codes in magazines, in which they merge. To cater to this the aim for retailers
should be to create a seamless customer journey that taps into emerging
consumer mindsets and the growing acceptance and enjoyment of "in-line"
The lecture discusses the three major consumer mindsets of physical
commerce; Locating, Exploring and Dreaming. It also discusses the importance of
the consumer's appetite for unplanned purchases. Some 60 percent of purchasing
decisions are unplanned and made in-store, and Professor Mitchell gives
examples of how retailers influence these decisions.
Change has occurred. Shops now pop up and pop off, convenience stores are
ever more convenient, and 21st century consumption may no longer be all about
ownership, as companies such as Netflix have demonstrated. The biggest change
has come with mobile internet and the emergence of the 'always on' consumer.
Shoppers now think about, validate and act on their purchasing decisions
differently. What was a simple -"I'm just popping to the shops…" is now
splintered - "…shopping is anywhere and everywhere." So as the retail legend
Paco Underhill says, 'you can't waste a chance to tell shoppers something you
want them to know" and in that spirit Prof. Mitchell's talk is available to
view for free this month only.
Why we buy; shopping and the purchasing environment
[This video is free to view for the month of March 2015]