sexta-feira, setembro 22, 2017

instead of going high-touch...

"On a more fundamental level, the challenge for retailers like Toys “R” Us is that the basic function of a physical location has changed. Traditionally, stores were optimized for driving transactions. Cash registers were plentiful and easy to find, and success was measured with metrics like sales per square foot and average size of transaction.
Yet now a transaction can happen anyplace, at any time. From sitting at the kitchen table to waiting for a train, consumers have the power to browse, compare prices, and order from thousands of retailers competing for their attention. The attraction of endless aisles has been replaced by the thrill of instant gratification. Today physical locations need to do something more.
A more interesting development — one more pertinent to the challenges Toys “R” Us is facing — is the emergence of “shoppable showrooms.” At places like Bonobos Guide Shops and J. Hilburn’s “The Studio,” customers can get fitted, consult a stylist, and process returns, just like in a standard store, but these locations don’t stock any inventory, which allows for smaller locations and saves on costs. Nordstrom is now testing a similar concept.
Imagine if Toys “R” Us followed this model by opening up small playrooms where parents could bring their kids off to test a revolving selection of the latest toys. You can imagine how their little darlings would be begging them to order the toy that had delighted them for the past hour. With traditional physical locations serving as a distribution center, same-day delivery could be arranged at minimal cost.
Yet instead of going high-touch, [Moi ici: Em cheio para quem aprecio o poder das interacçõesToys “R” Us has opted for high-tech, rolling out new features like Find It Fast, to let customers see which stores had which toys, and using the loyalty program for better targeted ads and better product life cycle management. None of these ideas are necessarily bad, but they fail to address the shifting economics of retail. Rather, they seek to optimize a failing model."
O mesmo tsunami que varreu o jornalismo e a mesma resposta baseada na comoditização, baseada na corrida para o fundo, e que não resulta.

Trechos retirados de "Toys ‘R’ Us Is Dead, but Physical Retail Isn’t"

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