Experiences on my local High Street (that corporate retailers should learn from)
I recently did a thing on Twitter…
Retail experiences on the precinct in my small northern town
A few people asked where I was talking about, and if I could document it. So here we are. The town, incidentally, is Marple in Cheshire, east of Manchester, just before the Peak District starts.
Venues for experiences, not warehouses for doing logistics
All these stores do sell products. Cupcakes, yoga mats, dog breath freshener, e-cigs, craft ales etc. But none of them are under any illusion that they can compete with e-commerce for product range, value or convenience.
Instead they create experiences and communities around a limited selection of products. Experiences that are distinctive, compelling, and create loyalty. Experiences that are high margin. Experiences that create demand for products (which can be delivered via e-commerce subscription).