Archinect - News2024-12-22T19:01:31-05:00https://archinect.com/news/article/4535826/who-owns-the-consumer
Who owns the consumer? J. James R.2011-04-29T00:03:43-04:00>2011-04-29T17:11:54-04:00
<img src="https://archinect.gumlet.io/uploads/n1/n1ep1rcygx6zjlj2.jpg?fit=crop&auto=compress%2Cformat&enlarge=true&w=1200" border="0" /><em><p>The danger today comes from a shopper who walks into a store as if it were a product showroom. She pulls out a smart device and begins scanning barcodes using the Red Laser or Shopsavvy mobile app. She researches specs, prices and recommendations, and then makes a purchase from a low-cost retailer. Consumers are redefining how they shop and retailers are racing to catch up.</p></em><br /><br /><p>
At the Retail Technology Conference, which happened April 13-15, retailers were coping with a new phenomenom regarding shopping habits— how smartphone-enriched shoppers are treating bricks-and-mortar retailers like galleries and museums. Macy's CEO, Terry Lundgren, says that traditional stores have to be as interesting as the online experience in the age of wireless.</p>
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This interaction of consumer with retail store, mobile phone and wireless internet is referred to as "omni-channel." But, all is not necessarily lost. Brian Kilcourse, of RSR Research, says that 95% of all retail purchases are still fulfilled through the store. Given the fast growth of "omni-channel" shoppers, there are more consumers who are increasingly knowledgeable about both price and information. </p>
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Perhaps, the most interesting and most relevant architectural tidbit is this, "retailers need to be able to understand and see into the consumer’s pathway to purchase, and this cannot be done only after a t...</p>