Professional Retail Store - March/April 2013 - (Page 67)

THE OMNI-SHOPPER AND THE STORE: A BOND THAT WON’T BE BROKEN Report from the National Retail Federation’s Big Show 2013 BR I A N BOU RQU E A s impactful as the Industrial R Revolution was to the Western w world in the late 19th century, c changes in the way consume ers shop are proving to be as d disruptive, say experts at the N National Retail Federation’s B Big Show (NRF) held in New Y York City this past January. A And it’s time facilities manage ers understand what’s driving decision making at the very top levels of their organizations. According to Deloitte’s U.S. Retail practice leader Alison Paul, customers are savvier, more informed, and more active in the research, buying and feedback process of shopping than ever before. Information made available to them by the information and technology revolutions are driving this change, but what does all this tweeting, pinning, posting, blogging and browsing online mean to the brick and mortar store? “The retail store must match and enhance the relationship and passion for and with the brand experienced during e-commerce shopping,” says Allen Sandish, Divisional Vice President of Retail Construction and Facilities at Coldwater Creek. “The store is ground zero, where the curtain of the marketing is pulled away.” A balance is needed in the investment approach, Sandish says. “Overinvesting to create that strong brand expectation online, and then not carrying through at the store level, in part by having a poorly maintained store environment, is a point of failure that can diminish the brand and diminish the shopping experience.” arm of the brand. “Customers are becoming our marketers. Blogging about an in-store experience is frequent.” Which begs the question for retail facilities managers: what is it about this change in technology that will alter the way facilities are maintained? “Facilities managers must thoroughly understand that the brand, as it is expressed and experienced via the web, must be duplicated by the store experience,” Sandish explains. The Retail Revolution Paul reflects on the global nature of today’s shopper: “She can order a product from a Kansas retailer, which sources that product in Brazil, while based on a blogger’s recommendation from the United Kingdom.” And then provide feedback on the experience to her network, in a strong sense, becoming part of the marketing www.prsm.com I MARCH/APRIL 2013 I 67 http://www.prsm.com

Table of Contents for the Digital Edition of Professional Retail Store - March/April 2013

PRESIDENT’S MESSAGE
EXECUTIVE DIRECTOR’S COLUMN
NEW PRSM MEMBERS
THE RIGHT PROVIDER WITH THE RIGHT PROGRAM
COVER, COAT AND COLOR
THE DARK SIDE OF PARKING LOT LIGHTING
PROACTIVE ROOF MAINTENANCE
ENGAGE AT PRSM2013 NATIONAL CONFERENCE
MANAGING YOUR PARKING LOT PORTFOLIO
SUSTAINABLE RETAIL OPERATIONS OFFER RETAIL FACILITY MANAGERS A GREAT DEAL
FOODSERVICE ADDS COMPLEXITY TO PM SCHEDULES
SHEDDING LIGHT ON A COMPLEX LED TRANSITION
THE OMNI-SHOPPER AND THE STORE
SOURCING: HOW THE RFP PROCESS IS CHANGING FM TODAY
ADVERTISERS' INDEX
RETAILER PROFILE: U.S. CELLULAR

Professional Retail Store - March/April 2013

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