sexta-feira, junho 17, 2016

Parte II - Um festival de experiência e transformação

Parte I.
"Grocers offer fitness classes, facials, child care to lure consumers away from online rivals...
Shoppers looking to pick up milk and eggs may have other reasons to spend time at their local supermarket: yoga classes or a spa treatment, perhaps.
Under growing pressure from discounters and online rivals, supermarkets are trying to transform themselves into places where customers might want to hang out rather than just grabbing groceries and heading home.
In Phoenix, a Fry’s Food Stores, part of a chain owned by Kroger Co., features a culinary school and a lounge with leather couches perched next to a wine bar. A Kroger store in Hilton Head Island, S.C., offers a cigar section to complement its wine cellar that stocks $600 bottles.
Whole Foods Market Inc. has a putting green outside its Augusta, Ga., location and a spa offering peppermint foot scrubs and facial waxing in a Boston store. Elsewhere, it has bike-repair stations.
A ShopRite store here in Hanover Township, near New York, runs a fitness studio with yoga, barre and Zumba classes and has a cosmetologist on weekends."
Recordar Pine e Gilmore:
"with experiences, customers pay for the time they spend with a company, rather than for the activites the company delivers"
Recordar "Versão Beta (parte III)"
Lembram-se do avanço imparável dos centros comerciais sobre o comércio tradicional? Agora temos o avanço do online sobre os centros comerciais. E temos as experimentações, para reformular o modelo e encontrar alternativas que façam os clientes voltar aos centros comerciais.
Não sei se resulta, não sei quanto tempo terão de fuçar para encontrar as alternativas viáveis. Sei é que estão a fazer o que deve ser feito: fuçar, fuçar e fuçar. Pois:
The world can only be grasped by action, not by contemplation.”


Trechos retirados de "Attention Shoppers: Yoga in Aisle 3"

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