Saving retail by improving The Guest Experience
Consumed => “Continuum Redesigns Audi’s Car Dealership Experience” by Bob Parks on Businessweek.
=> My value add (i.e., left a comment)…
Someone needs to send this article to the top dogs at Best Buy and the like. Online is eating offline’s lunch not simply because of price, but because the offline / B&M experience might as well be a trip to the dentist. (No offense to dentists, of course.)
I’m picking on Best Buy because they too often exemplify the massive disconnect between many of the products being sold today and the (technological) imagination those same product inspire outside BB’s four big-box walls. Can the Best Buy experience get any more boring? I’ve seen late night infomercials with more excitement.
Or imagine a simple Target + Lowes app that stores the color pallet of your paints and (for example) bed sheets so picking out the right towels and/or comforter is easier. This isn’t rocket science. Unless of course your company’s leadership is stuck in the pre-internet / pre-tablet dark ages.
Offline retail is losing for one simple reason…The Guest Experience sucks. Sorry, but there’s no better way to put it.