As a business mentor, I have watched the retail landscape evolve in recent years. It is essential for retail business owners to recognize the shifting dynamics of the shopping experiences in the modern world.
Growing up as a child, I have vivid memories of going shopping with my mom and grandmother. Those were truly special occasions. I can still recall how my mom and grandmother would take the time to dress up for our shopping adventures. It was an all-day affair when we ventured into stores like Gimbels or Macy’s. We would explore every nook and cranny of the store and even eat lunch at the in-store lunch counter. What made these shopping trips even more memorable was the presence of knowledgeable staff members in various store sections, whether it was the shoe department, the jewelry section, or the cosmetics counter. They were always ready to assist and guide consumers in understanding their options before making a purchase.
The days of leisurely strolling through department stores, enjoying the expertise of knowledgeable staff, and savoring a shopping outing as an event are fading into memory. Instead, many contemporary shoppers approach retail with a specific shopping goal, armed with online research and a desire for efficiency.
The COVID-19 pandemic accelerated the adoption of practices like home delivery and curbside pickup, reducing the number of customers physically entering stores. Even as the threat of the pandemic recedes, these convenient shopping methods have endured, making traditional in-store visits increasingly rare.
Consider my wife’s shopping habits, for instance. Before the pandemic, she enjoyed the sport of shopping, exploring various stores without a specific shopping list. She reveled in the possibility of discovering new items in places such as Bed Bath & Beyond, Big Lots, Hobby Lobby, and Target. However, the pandemic altered this experience dramatically.
My wife Kim and I rely more and more on online ordering in today’s shopping routine. Kim navigates the websites of a store to place her order online. Once the order has been prepared, she or I drive to one of the store’s designated pickup spots. Once there, we either use a dedicated app or call a provided phone number to notify the store of our arrival. Then, a store representative delivers our order and carefully places it in bags in the back of our SUV. It’s a convenient process allowing us to complete our shopping without leaving the car. However, it is boring, which makes shopping more of a chore than a fun experience as it once was.
The Changing Retail Landscape
The retail landscape has transformed significantly over the past few years, driven by technological advancements and shifting consumer preferences. Online shopping has surged, offering unparalleled convenience. Many shoppers now prefer the ease of browsing products on their mobile device, tablet, or computer and having the items delivered to their doorstep.
Furthermore, the pandemic has accelerated the adoption of contactless shopping methods. Retailers have adapted by offering curbside pickup, dedicated parking spots for pickup orders, and efficient order fulfillment processes. Fewer people are venturing inside physical stores as the convenience of digital shopping prevails.
While these developments cater to the demands of modern life, they have also led to a loss of the traditional shopping experience. Gone are the days when people dressed up for a day of shopping, spent hours exploring various sections of a store, and enjoyed a meal at the in-store lunch counter.
Many retailers with a physical storefront could benefit from not following the crowd and restoring some of the fun and excitement of the shopping experience. Providing a unique experience for the shopper will drive free word-of-mouth marketing and allow you to stand out in the crowded world of retail.
Making Shopping Fun Again
Both IKEA and Scheels are great examples of retail stores that have made the shopping experience a fun adventure.
IKEA Approach
The other day, heading to Denver International Airport, I drove past the IKEA in Centennial, Colorado. It struck me that IKEA is among the few stores that continue to prioritize the shopping experience as a fundamental part of its core value proposition.
The Swedish furniture giant IKEA remains a leader in creating a memorable shopping experience. Their stores are not designed for quick, targeted purchases. Instead, they take customers on a journey through their extensive catalog of products.
IKEA’s layout compels shoppers to traverse a winding path, passing by a myriad of items ranging from kitchenware to textiles and furniture. According to the Hustle, “At most retail shops, customers only lay eyes on ~33% of all the items for sale; Ikea’s layout herds shoppers past its entire catalog.”
IKEA’s intentional maze design serves multiple purposes. It forces visitors to encounter a wider range of products, sparking potential interest in unexpected items. Customers often leave with more than they initially intended to purchase simply because they couldn’t resist the temptation along the way.
Furthermore, IKEA’s approach encourages exploration. Shoppers find themselves wandering through room setups that showcase how their products can be used in real-life settings. This hands-on experience allows customers to visualize how items might fit into their own homes.
IKEA also provides a Swedish restaurant that offers a variety of dishes, including meatballs, salmon, and vegetarian options. And, of course, there is their famous Lingonberry spread. After checking out, they also have a Bistro for a quick, convenient snack where you will find hot dogs, ice cream, pizza, and more delicious items. All their food and beverages are very affordable and tasty if you want to make a day of shopping at IKEA.
Scheels Approach
Image Credit: Scheels
Another good example is Scheels. Recently, a new Scheels sporting goods store was built near my home. Walking through the store, you can see how Scheels has transformed the shopping experience into an unforgettable adventure. From the moment you walk in, it is clear that Scheels goes above and beyond to make the entire shopping experience enjoyable.
When you first enter the store, you can’t miss the giant aquarium. It’s a mesmerizing display of aquatic life that brings a touch of serenity to the bustling store. Watching colorful fish glide through the water is a soothing experience that contrasts beautifully with the shopping excitement.
As you stroll further, you can’t miss the towering Ferris wheel that graces the center of the store. This iconic feature adds a touch of whimsy and provides a unique vantage point to take in the store’s expansive layout. Riding the Ferris wheel is like a mini-adventure within your shopping adventure.
Next on the list is Ginna’s café, where you can take a break from your shopping spree and indulge your taste buds with gourmet sandwiches, soups, and their exclusive coffee. The cozy ambiance and delicious offerings create a perfect retreat within the store, allowing you to recharge and continue your shopping journey with renewed energy.
Then there is Fuzziwig’s Candy Factory, which is a sweet lovers paradise. Rows upon rows of candies, chocolates, and treats await the shopper, making it impossible to resist the temptation to satisfy your sweet tooth.
And let’s not forget Scheels’ incredible array of interactive games. These attractions provide the perfect opportunity to take a breather from your shopping spree and inject some playfulness into your visit. Shoppers can challenge their shooting skills with games like Big Buck Hunter, reliving the nostalgia of classic arcade games, or engage in some friendly competition with rollerball.
When it comes to creating lasting memories, there are several places where you can have your photo taken with a bear or famous figures from American history, to name just a few, where shoppers can capture the essence of their Scheels experience in a snapshot or selfie that they can share with friends and family or cherish for years to come.
And finally, Scheels has a captivating feature that’s impossible to overlook for the nature enthusiast: the Scheels Wildlife Mountain. At its summit, shoppers can discover a remarkable collection of over 200 taxidermy-preserved animals, including big and small game, and a stunning array of North American birds. It’s a breathtaking display that adds a touch of the wild to your shopping journey and serves as a testament to the meticulous craftsmanship and dedication to detail that Scheels is known for.
Scheels truly excels in making the shopping experience convenient, fun, and entertaining.
Reviving the Joy of Shopping
As more retailers pivot toward catering to online shoppers and the convenience of delivery, some retailers may find value in revisiting the art of creating an enjoyable shopping experience. Drawing inspiration from IKEA and Scheels, businesses can rekindle the nostalgia of shopping as an event, bringing back the joy of discovery and the delight of exploration.
There’s a unique satisfaction in stumbling upon unexpected treasures while perusing the aisles of a store. Rediscovering the art of creating an enjoyable shopping experience doesn’t mean sacrificing convenience. It means infusing a sense of excitement and fun into the shopping journey.
Adopting lessons from stores like IKEA and Scheels can be a bit more challenging for smaller retailers operating on a restricted budget. While you might not have the financial resources for elaborate mazes or massive wildlife displays, you can still significantly impact the shopping experience.
Carefully plan your store layout, create engaging displays with affordable materials, and train your staff to be knowledgeable about your products. Consider hosting cost-effective customer-focused events and offering simple interactive elements like demonstrations or samples. Building a sense of community around your store through events and personalized service can go a long way in creating a memorable shopping experience. It might be as simple as offering coffee and popcorn to shoppers. Additionally, consider leveraging technology for customer engagement and feedback. Smaller retailers can make their mark and leave a lasting impression by focusing on customer satisfaction, personalization, and creative merchandising.
In conclusion, the evolving retail landscape challenges businesses to adapt and reimagine the shopping experience. While convenience is paramount, retailers can still create environments that engage and excite customers. As a business mentor, I encourage entrepreneurs to explore innovative ways of blending the best of both worlds – efficiency and enjoyment – to meet the changing demands of today’s shoppers. Let’s not forget that shopping can be more than a chore; it can be a memorable and pleasurable experience.
