When new technology is introduced into the market place, the existing businesses operating in that area have two choices: adapt or die. This was a lesson that Kodak nearly learned the hard way for instance, with the arrival of digital cameras threatening the existence of their business that revolved around developing traditional photographs.
?This is something that high street stores have been facing for some time now although they might not necessarily acknowledge it. Although it may not be as obvious as it was for the photography industry, a new technology is certainly threatening their way of life ? only this time that technology is the web itself. With it being possible these days to buy products online without having to leave your bedroom, to have them delivered right to your door, and to get items cheaper and in many cases tailor made, why would we choose to go out in the rain to fight other shoppers and end up paying more?
?This is part of the reason that high street stores have been suffering (that and the recession), but as with Kodak who introduced photobooths to stores like Boots and started developing printers that could produce quality photographs; there are ways that high street stores can adapt and some that have quite successfully. Let?s have a look at how stores can thrive in a technology age.
Matching the Internet
In order to succeed in these difficult times, shops need to think about how they are going to match what the internet can offer while at the same time providing unique benefits. In terms of convenience and the freedom to browse a large selection stores need to create an environment that provides the same privacy and variety that the web does. Avoid having overly ?helpful? sales attendants on hand, and make sure that your product aren?t too out in the open so that people feel pressured to buy or to stop browsing after too long.
Likewise you also need to match the modern feeling of the web and make sure that your stores are well decorated and actually pleasant to be in. If you want to convince your customers that you have the latest products then you need to have modern designs and spend money on making the place look and feel high tech and hip. Shops are ?analogue? while the web is digital ? so it?s time to catch up in look and feel.
You can also provide a bespoke service in your stores if you want to go further to match what the web can provide. More and more stores are providing 3D printers and Print On Demand book printing services to provide customers with exactly what they want right there and then. The Tech Shop in California has even gone one step further in creating essentially a workshop where customers can make whatever it is they want to use.
Beating the Web
As well as matching the web in more ways, you should also take advantage of the unique benefits of being a store. While you don?t want to pester your customers, make sure that there are advisors on hand to help when it?s needed ? something which the Apple Store does brilliantly. Meanwhile make sure you give your customers the opportunity to use and handle the products they?re interested in buying. Being able to ?test drive? products is a huge advantage that stores offer, so make sure you make the very most of this by encouraging customers to handle the items and to take their time doing so in a pressure free environment. Why not ask them to take the phone onto a provided couch with a cup of tea to have a play? Now that?s a store that people would want to visit.
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Source: http://thesuccess4life.com/high-street-stores-struggling-learn-net/
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