A.R.E. RETAIL COUNCIL
Michael Cape, Michael Cape Consulting;
Robert Higgins, Fossil Inc.; Chuck
Luckenbill, OfficeMax Inc.; Anthony
Mancini, Alex Cannon; Marc
Riera, Nike North America
To Beat Showrooming
An article by Karl Heinselman, CEO of Wolff Olins, published on
forbes.com, “To Beat Showrooming, Retailers Must Think Outside
the Box,” elicited much discussion from Retail Environments
Luis Andrade, Under Armour; Bevan
Bloemendaal, The Timberland Co.
(Retail); Jackie Bonic, Liquor Control
Board of Ontario; Mark Brodeur,
Wal-Mart Stores Inc.; David Curtis,
Crocs Inc.; Ray Ehscheid, Bank of
America; Joseph P. Flaherty, Macy’s
Inc.; Jason Floyd, Microsoft; Richard
M. Geist, Uncle Sam’s Army Navy
Outfitters; Ignaz Gorischek, The
Neiman Marcus Group Inc.; Richard
Hamori, Hudson’s Bay Co. (HBC);
James Harte, Bob’s Stores Inc.; David
Hicks, Canadian Tire Corp.; James
Hilyard, Performance Inc.; Brenda
Houston, Brenda Houston Design; Marc
Jamieson, TELUS; Rob Jordahl, Belk Inc.;
Tom Jowett, Bass Pro Shops; Danette
Kroll, Foot Locker Inc.; Paul O. Loux,
Sephora USA Inc.; Michael Mc Tamney,
The Pep Boys – Manny, Moe & Jack;
David Meekings, HAMLE YS; Al R.
Rodgers, Dollar Tree Stores Inc.; Paul
Schleef, Michaels Stores Inc.;
David Thomson, Le Chateau Inc.;
Michael Trowbridge, Limited
Brands; Bob Waddell, Limited Brands;
Bink E. Zengel, Luxottica Retail;
Bill Zuercher, Shopko
While I agree that showrooming is quickly becoming a standard practice, I don’t hink it will eliminate retail stores completely. A multichannel marketing strategy will engage consumers and inspire personal and financial brand commitment. Retailers must actively connect with shoppers and create experiences that are
different from those found online.
—Darcy Bisker, visual liaison, ColorSpace Designs.co, New York
If I walk into an electronics store looking for a new 50-inch LED, I’m not looking to wrestle the thing into my car. I also shouldn’t have to be handed a little ticket and be told to go stand in line to purchase. Break out the wireless device with card reader, tell me all about the extended warranty and service options, slide
my card, and tell me when to expect it at my house. There are, however, plenty of circumstances where instant gratification or immediate delivery is crucial, whether for the emotional
or practical fulfillment. Nonetheless, using mobile as a convenience measure (and augmenting your customer service and improving your customer experience) is something that every
retailer should consider implementing.
This discussion is excerpted from a Retail Environments Network discussion on LinkedIn.
Join us there—with more than 17,000 other industry professionals—to continue the discussion
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