There are two contrasting trends emerging in retail – fast and frictionless verses experiential and time well spent.
Recent technological advancements in retail have focused on speeding up the customer experience, making it as efficient as possible, especially around the checkout; as we’ve seen in the Amazon Go stores, where it’s been eliminated completely. In contrast, the growing experience economy has placed greater emphasis on the notion of ‘slow retail’ – slowing down the shopping experience by creating even more ways for shoppers to engage with brands in a way that goes beyond transactions to memorable experiences. Think REI and their in-store rock face or Sweaty Betty and their in-store fitness classes.