Há sempre uma alternativa

Outro tema já clássico neste blogue, como é que as lojas físicas podem fazer frente ao avanço do online?
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Qual tem sido a recomendação?
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Exclusividade e... experiência!!!
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Saborear um pouco da batota da experiência em "Malls’ New Pitch: Come for the Experience":
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"While a Scottsdale shopper can buy clothes on the Web, “she can’t go out to lunch with her girlfriends and have a glass of wine and a salad online,” said Michael P. Glimcher, chairman and chief executive. “She can’t get her hair done online. She can’t go and make pottery or soap or a cake online.”

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Just about every mall owner in America is looking for ways to compete with the Internet. R. J. Milligan, a real estate analyst for Raymond James, said that developers were slowly adding more service-oriented elements to malls — for instance, dividing a closed Sears anchor store into multiple cafes.
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But Glimcher is pushing the envelope even further than the standard model of restaurants and expanded food courts, he said, with tenants like Make Meaning (a membership store where people make crafts, cakes and other things) and Drybar (a salon with no scissors, just stylists with blow-dryers).

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They can also take advantage of in-person-only opportunities at standard retailers, like the so-called booty cam at Industrie Denim, a jeans store, that lets women study their rear view. A Restoration Hardware scheduled to open soon will offer fresh flowers and cups of tea for sale.
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“We want to be a place that people go to frequently, more than one time a week,” said Mr. Glimcher, so the emphasis is on classes and other hands-on experiences.
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Scottsdale Quarter opened in 2009 without a bang. Consumers were pulling back on spending and real estate was troubled. Only a handful of the stores were leased.
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Glimcher soon realized that traditional retailing would not work by itself, and leasing agents began collecting intelligence on game-changing candidates.

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At its Polaris Fashion Place in Columbus, Ohio, for instance, it recently replaced a Gap with an Apple store. At River Valley Mall in Ohio, it replaced a Dollar Tree with Ulta Beauty, a test-it-and-buy-it cosmetics store.
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At a New Jersey outlet mall, Jersey Gardens in Elizabeth, it ousted a Benetton and brought in a Lego store, which offers Lego-construction classes.

“It’s retail Darwinism,” Mr. Glimcher said.

Rick J. Caruso, the chief executive of Caruso Affiliated, developer of The Grove, an outdoor mall in Los Angeles, said the shift had shoppers rethinking what a mall could be."

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Dá para pensar... há sempre uma alternativa que tem de ser desenvolvida quando o mundo muda.