The Ever-changing Retail Landscape The current retail landscape we are living through has proven to be one of the most complex ones yet. However, with the rapid advancement of technology continuously being generated and developed by the day, there is no doubt that we can anticipate multiple drastic evolutions to consumerism and the entire system that operates retailers. Doug Stephens addresses the different elements that constitutes our current and future retail scene, in his book “The Retail Revival,” by discussing about different topics such as consumer experiences, purchase decisions, radicalized channels, and how together, it can transform and affect our approach on retail through the lens of a business and a customer.
In Chapter 5: …show more content…
Some of the robots that Stephens makes reference to in this chapter have the capability of having facial recognition, full-body scanner and user-data collection that will be able to provide customers with more accurate and ideal recommendations (Stephens 151). Although these robots will allow the retail environment to become more reliable, trustworthy, and cost effective, Stephens also argues that it will dehumanize shopping experiences and decrease rapport, in other words, hinder affinity building (Stephens 153). It is also becoming an economic and social related issue as technology is replacing the jobs of humans and disenfranchising employees where lower-skilled and less passionate workers are hired to just get the job done in hopes of cutting costs (Stephens 156). In order to maintain a good balance between the level of dehumanized and humanized experiences, Stephens suggests that we will have to let technology be the enabler and have humans be the ones in control throughout the operation (Stephens 161). Retailers who aim to modernize their operations will require retail technologists and strong brand ambassadors. The retail technologists should have high knowledge on the different elements used in the store environment to enhance the shopping experience. Companies should aim to hire employees that can be brand ambassadors who are passionate about the same values and mission of the business. These individuals will be as equally important, especially when it comes to customer interaction and getting insight from them, as they will be as driven to promote the brand’s beliefs and values. Apple employees, or “Geniuses,” strongly identify within these qualities as they are able to provide and answer to their customer’s needs in great detail for a seamless in-store customer
In Chapter 5: …show more content…
Some of the robots that Stephens makes reference to in this chapter have the capability of having facial recognition, full-body scanner and user-data collection that will be able to provide customers with more accurate and ideal recommendations (Stephens 151). Although these robots will allow the retail environment to become more reliable, trustworthy, and cost effective, Stephens also argues that it will dehumanize shopping experiences and decrease rapport, in other words, hinder affinity building (Stephens 153). It is also becoming an economic and social related issue as technology is replacing the jobs of humans and disenfranchising employees where lower-skilled and less passionate workers are hired to just get the job done in hopes of cutting costs (Stephens 156). In order to maintain a good balance between the level of dehumanized and humanized experiences, Stephens suggests that we will have to let technology be the enabler and have humans be the ones in control throughout the operation (Stephens 161). Retailers who aim to modernize their operations will require retail technologists and strong brand ambassadors. The retail technologists should have high knowledge on the different elements used in the store environment to enhance the shopping experience. Companies should aim to hire employees that can be brand ambassadors who are passionate about the same values and mission of the business. These individuals will be as equally important, especially when it comes to customer interaction and getting insight from them, as they will be as driven to promote the brand’s beliefs and values. Apple employees, or “Geniuses,” strongly identify within these qualities as they are able to provide and answer to their customer’s needs in great detail for a seamless in-store customer