Customers habits might be changing, but they might not be able to articulate what it is they want from retailers and brands. What is becoming clear is that stores need to play a role in solving the ‘last mile’ distribution piece of the puzzle.
Store formats that effectively run a small warehouse-style, back of house operation allow for click and collect that is convenient for the customer and cost-effective for the retailer – Sainsbury’s acquisition of Argos is a case in point. This then frees up the customer facing part of the store to work harder to surprise and delight visitors. For value retailers, this might mean frequently changing offers and promotions that are only available instore. For more upscale brands, invitation-only events that help to cultivate and nurture loyalty.