Evolution of the Shopper

Article

From the Roman bazaar of Trajan’s Market in 100 AD to the internet and mobile shopping of the 21st Century, technology is irrevocably changing the way we shop. Today we have multi-channel market places: in store, online, mobile, catalogue, TV, friends and family, etc. The introduction of smartphones and the apps that come with are making consumers smarter and savvier shoppers. Not only do we use our smartphones to shop online, but we also use GPS technology to provide us with store hours and the nearest location of a shop.

This is not to say that with online shopping comes the death of brick-and-mortar stores, but that the shopper experience has changed. Shopping centers will not disappear, despite changing consumer demands and an increase of online sales. While online shopping has its perks—shopper reviews, viewing relevant purchases and complimentary products, etc.—the social aspect of in-store shopping is something that cannot be artificially replicated.

Customers are using stores as a resource, not just as a place to shop, but as a place to meet with friends and be social too. Stores today are offering experiences, and as a result, shoppers are expecting to be entertained when they visit the store. There is a change in the landscape of shopping: stores are now offering special events such as fashion shows, private parties, shopping nights, workshops, wine-and-cheese gatherings, etc. Customers are looking for roomier stores with seating for friends, and they are looking for the help and approval of the in-store fashion consultants. You cannot compare online shopping with the real human interactions of in-person shopping.

More and more, customers (mostly those in the millennial generation) are looking for a relationship with the merchant, and social media has helped to strengthen this interest. Many of those in the retail industry are creating twitter handles for business and communicating with their customers, reaching out to them for special events, to send/post pictures of new merchandise, etc.

So, instead of fearing that mobile and web shopping will end in-store shopping, consider online shopping an enhancement to the in-store experience. Retailers are simply finding new and innovative ways to engage users and bridge the gap between mobile and in-store experiences.