Experiential Stores Show the Way Forward, and Back
Ace Hardware is trying to bring into focus a new experiential store model which is about service, brand showcases, and customers using product. Customers can connect not only with the product but with each other, as reported by Retail Dive.
Sound familar?
It's old retail. You see, idealized retail was about service. You talk to a salesperson who was knowledgeable about the product, who shows you the product in person while you are there. They talk to you about the advantages and disadvantages of competing brands, help you choose the level you need, and you come home a more confident consumer.
Somewhere on the way to the store, the industry got it wrong. Pile too much merchandise higher, poorly organized, and locked up.
And employees? Forget about it.
If you are lucky enough to find an employee, talk yourself into a mode to "bother them" (because that is what it feels like), you could have found the answer on your mobile phone in less time, and more accurately.
What you need is a place where you can do what you used to be able to do, either try it yourself or watch someone demonstrate it for you (like the Ginsu knife guy on late night TV, but in person - remember him?). This is what Dick's Sporting Goods is trying to bring back in House of Sport.
Ace Hardware is looking to do something similar with paint, power tools, grilling, and other home items. It seems likely to work if it can be executed.
How will they find, train, and keep staff is another matter? Will retail start hiring again? Truly? This is the most worrisome part to me. It will have to pay above market to get an above market employee.
