Beyond Brainstorming: Push vs. Pull: Trends in Retail Shopping

October 30, 2007

Push vs. Pull: Trends in Retail Shopping

Something I read in this month’s issue of Fast Company resonated with me:

"When employees become sharers of information, instead of sellers of products, customers respond." (Full article: Magic Shop by Alex Frankel)

Once a consumer enters the door of a brick and mortar store or navigates to a webpage, they don’t want to be sold to. At that point in the buying process, buyers are looking for one of 2 things: more information or a quick and easy way to execute their purchase.

I shop most often at stores that let me peruse indefinitely, undisturbed… but who also have knowledgeable people available for those times when I have a question. Like IKEA, Barnes & Noble, LL Bean, and most online stores.

I tolerate shopping at stores who let me peruse indefinitely, undisturbed… but who have staffers that are so unhelpful they might as well be mute. Like Macy’s and Best Buy.

I almost never shop at places where I barely make it in the door before hearing, “Can I help you find something?” I know as well as that “sales associate” that the question’s motive is a commission opportunity – not a genuine interest in making my shopping experience easier. Like Gap, Pottery Barn, and EVERY car dealership I’ve ever been to.

Think about how your company can find opportunities to push less and reinvest those resources in mastering the pull.

Posted at 04:45 PM in Trends | Permalink

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Comments

This is excellent info. I posted a link at my blog.
Thanks.

Posted by: Dr. Mohamed Taher | March 20, 2008 at 01:08 AM

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