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Television today is all about Reality TV. Americans seem to be insatiable voyeurs when it comes to seeing what our neighbors are doing, whether it's fixing up their homes, going through traumatic experiences, or trying to survive living on a deserted island with a dozen strangers. It's all about the experience.
At retail, it too is all about the experience. The last few tradeshows we attended dedicated seminar time and exhibit space in showing retailers how to create the ideal shopping experience.
Perhaps its due to the fact that we're so busy these days, work doesn't fit between the hours of 9 and 5 anymore. Americans are working longer hours than ever before—hence there are fewer hours left for ourselves—so we want to enjoy what we're doing, when we're doing it.
Today's most powerful shopper is the Gen-X woman. She's smart, fashionable, knows what she wants, and has money to spend. And, one of the biggest trends in retail today is making the retail store, whether its photo specialty, minilab, or coffee bar—into a shopping destination. When it comes to photo stores and labs, everyone in the industry is in agreement that it must be one where the customer feels welcome, is treated well, and most importantly, is able to take on the role of chief memory officer.
PMAI's The Complete Picture Inspiration Center sets up for the second year, in Las Vegas during the annual PMA show. In it, products are merchandised and displayed differently than had been done so in the past. No, its not your father's photo store anymore. I'm sure many retailers walked through the aisles of the inspiration center last year, wondering how well it would work. This year, PMA has gathered together retailers who revamped their stores over the past year, to appeal to today's power shopper, the Gen-X woman, and these dealers will be on hand during the show to explain what they learned last time around, and more importantly how it has worked for them, and can for you!
There are so many outlets for consumers to shop today, whether its in a brick and mortar store, on the internet, mass merchants, discount stores, and even places you never thought would be your competition like an office supply store, supermarket, or the convenience store on the corner.
Given the choice between standing around for twenty minutes trying to get the attention of the young salesman who's being bombarded by a dozen other shoppers, and really can't help you decide what's best for your needs, or the attentive salesperson, who can show you the difference between 10 different cameras on display and why a certain one will help you take the photos of your kids' little league games that will make you feel like a pro, which one would you choose? Of course, some will always choose price over anything else, but to many people, when you feel like you're being treated well, then you'll pay a little more for the quality and service.
And if you can't make it to Sin City for the PMA show, we'll be bringing you the highlights in future issues of PTN!
Best, diane.berkenfeld@cygnuspub.com
author: Diane Berkenfeld