I recently read an article that resonated with me. Remember, I have a college degree in Retail Business Management. While I hate shopping for myself (or others), I love creating the shopping experience and I love retail. The basis of the article was the question “Is retail dead?” I had to read on. My mind went everywhere as I read. Too much to share in one post, so this will span a few weeks.

It said that retail is not dead. Despite the (lazy) consumer who wants to do everything from their computer and living room. People will buy things sight unseen – without physically touching a product, and by viewing only a photoshopped image. How many times does that encounter end with a dissatisfied buyer who “got what he paid for”? I can tell you that I don’t buy online often. The only time I ever do is if I need something in a hurry and I can’t find what I need locally. Notice I said “need locally”? If it’s a want, not a need, I’ll get it locally. In my online shopping experience, I have never received anything purchased online that was nicer than I thought it would be. Just one of the many reasons that I refuse to shop online.

Why do people do it then? Is it really convenience, price, selection/ availability? Of course it is. However… should people be willing to sacrifice touching a product (known as shopping, vs. buying online)? I say no, but I also say this isn’t the place to change that. Personally, I want to touch the fabric, hold the product, feel it, and simulate using it. Try it on. Online shopping takes several factors out of the equation. Service (certainly before the sale), the ability to see, touch and feel something or try it on, and other differentiating factors (like a custom fit golf club or a logo shirt).

So retail is dead? No. Retail is changing. What do you have in your retail shop that differentiates you from everyone else? There are several things. First, you have YOU. People buy from people they like.  People want to support people they like and buying from their store is one way to do that. I like my MacBook Pro, but I don’t need to support it. Second is your retail shop. Here’s the differentiating factor that you have. Your CUSTOMERS are your members and guests. They HAVE to come through your retail store every time they play. Third, your brand. Do you know what YOUR brand is? Your brand is a collection of all of the pieces in your shop – Including you and the physical shop, the brands you carry, the layout of the shop, the services you offer, your logo, your presentation, among other things. Anything you do or have that makes you special or different contributes to your brand. What can you do with it??

Let’s start with your logo. If you have a Donald Ross shirt hanging nicely on a mannequin, its still a Donald Ross shirt that can be had anywhere. What differentiates it in your shop? Your logo. Merchandise it to point out the difference. Your logo is what separates you and what makes your members want to buy from you. Exploit that. Be creative with how you use it and where you place it if you can.

You can’t logo golf clubs. True, but you can fit them. Custom fitting is part of the shopping process. Again, the difference between shopping and buying online. The way you custom fit is what separates you from an online purchase. Make it part of your brand.

The physical shop. This is your presentation. How do you merchandise? Is the shop clean and orderly? Is it spotless or dusty? Displays that move around the footprint or stay in one place? Products that are merchandised that make a customer want to touch and feel them, or hard to get to? This is your canvas. THIS is a reflection of your brand. You can create whatever shopping experience you want within your space. You don’t want to vacuum and dust? Fine. That defines your brand. Is a dusty shop a bad thing? Not if you want to convey a bargain basement brand. Dusty tends to convey a feeling of lower quality and lower prices, so ask yourself “is that your brand message?” Are you selling top end merchandise at premium prices in a shop that hasn’t been dusted in years? This sends a conflicting message to your customers. Shirts hanging or shirts folded? Shirts out on display or in sealed bags in the back room? What makes a consumer want to touch and feel. I think hanging, but I like the look of folded. Can you do both? I think I would. I also like the less is more feel.

Here’s the takeaway. Understand your brand. What message/ image do you want to convey, and how well do you do that? Do you need other products to sell to better show your brand? Does your physical shop support your brand image? How well do you show off your points of differentiation? Once you know who you are and who your customer is, you can build a brand that defines what you want to be. Next week, we’ll look at some of the best retail shops in our industry. What makes them so special, and why are they always selected in the top Retail shops in our industry?

Is retail dead? No. Not yet, but we need to make sure we are adapting and evolving as the marketplace around us changes.

I hope this helps!!