Romancing the store requires more than just "connecting"
Traditional retailers just don't seem to get it! Retail is a major crossroads. Malcom Gladwell would probably call it a "tipping point". Smartphone penetration and adoption has reached a critical mass, which now enables a majority to shop anytime and everywhere. Omnichannel is the new normal. Consumers have been empowered as shoppers to such a level that they no longer require retail stores for information, pricing, or even products. Is this new era of "showrooming" the apocalypse for stores? Or, is it a critical inflection point that will redefine the nature of retail, and how stores need to reconnect with empowered consumers?
Why this is important: Romancing the store for today's empowered shoppers will require more than doubling down on the 4 Ps of the past. Store survival will depend upon creating connections with consumers on their terms, not the retailer's.