In the December edition of the Harvard Business Review there is a very interesting article with Ron Johnson, Apple former SVP of retail – who recently switched to JC Penny 2011 – about store design and customer experience.
A store has got to be much more than a place to acquire merchandise. It’s got to help people enrich their lives. If the store just fulfills a specific product need, it’s not creating new types of value for the consumer. It’s transacting. Any website can do that. But if a store can help shoppers find outfits that make them feel better about themselves, for instance, or introduce them to a new device that can change the way they communicate, the store is adding value beyond simply providing merchandise. The stores that can do that will take the lead.
Source: HBR December 2011