The Internet Isn't Killing Retail. Apathy Is.

Having worked in retail for years in a management capacity I heard my neighbours talk daily of how retail is dying and the internet is killing their foot traffic. I heard from front line staff that people just aren't buying as much as they used to. I heard excuses for apathy. Every day I hear new headlines talking of the "Retailpocalypse," when what is really going on a Retail Revolution.

I find it funny how the same customers who chose to stop shopping at big retailers like Target, Sears, or Toy-R-Us convince themselves that they should be upset when they close. The reason big retail is dying is simply because they never cared! Most retailers only get one chance at making a sale when the desire to buy arises and if there is no service to carry that desire into a transaction then one day at a time they will slowly wither away. People go to retailers for an experience based sale, people go online because the experience was subpar.

If all you did was read the headlines you would think shopping malls were a barren cube of despair and loneliness, when in fact retail spending in Canada is at a 20 year high!

So what's really happening with retail?

Apathetic leadership has translated to disengaged staff. I've lost count of the number of times I've walked into stores ready to buy without being able to find a staff member to assist me with my purchase. I have learned that it is way more likely to walk into a store to find the high demand inventory I want to purchase isn't being carried in store, but is accessible within a few clicks online. The retailers that are failing are failing because their front line staff are no longer retail sales people but merely retail order takers. If the retail culture does not encourage the front line staff to have fun with customers and uncover needs to up-sell and add-on the online experience will always win out.

Having worked in retail I always got excited when I saw foot traffic trends in decline. The internet was screening clients for me, bringing in only the highest calibre leads through our four walls. I think I speak on behalf of all millennials when I say that I never go the mall any more if I don't have intention to buy something. Any salesperson worth their salt would trade 1,000 cold, unqualified leads for 300 hot leads with intention to make a purchase.

The 20 year high in retail spending in Canada tells me one thing: people still love to buy, they just want to be sold to! Big retailers used to be able to enter a market and eliminate the little guys based on great prices, and diverse offerings. The Retail Renaissance is putting the power back with the little guys. They offer excited staff, dedicated management, and have knowledge and problem solving as the backdrop of their success. Yes retail is changing but it's time to celebrate the little guys carrying the segment to new heights.

So what does this say about your retail team? Do you have order takers? Do you empower your team to be retail sales professionals? Are you excited enough about what you do to feast in the incredible growth of retail? If you need help figuring out where to start or how to take advantage of the current retail landscape, let's chat!