Thursday, March 15, 2007

SOCIALIZATION OF RETAIL SPACE

by David B. Polinchock, Brand Experience Lab

The impact of socialization of the retail space and the impact of online shopping on retail is growing daily. With the growing impact of Internet shopping, it's critical that the physical retail space adapts to this trend. What is the value of real estate for retailers today? Does a record store really need to exist as it's been for the past 40-plus years? What about banks, grocery stores, fashion retailers? If, thanks to the Internet, people are much more comfortable getting their purchases sent to them, rather then getting them right away, do we need that much space dedicated to merchandise? If we could do away with the inventory portion of most retail spaces today, what else would you do with the space? How could you make it a much more social environment, rather then being a retail environment? After all, this is exactly why places like Starbuck's or the Apple stores have boomed: they created a social space, rather than a retail space.


While people look at Starbuck's or the Apple stores and say "Yea, that's great for them, but it doesn't apply to me," I think that they're missing a huge opportunity. We think there's a coming trend to socialize the retail environment instead of just merchandising the real estate space. One such retailer plans to open this fall, Epicenter, where not only will you be able to see samples, but purchase using a "Buypod" and have everything shipped to you. They won't carry a deep inventory and may even charge you extra if you want to buy the item in the store. It will be very interesting to see how this concept works.

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