Photograph: “Good Cheap Fast” — Poster by Mr-Cup
Ultimately, assuming that prices are comparable, retailers need to choose between fast or good. Get the customer in and out quickly and easily or offer a service/experience that makes them want to stay and offers more than the mere transaction. Those that offer neither will fall by the wayside. The leaders will offer both.
Quick will mean stores being in the best and most accessible locations for the consumer to visit both in daytime and post-work. Quick will mean offering options for delivery and collection that suit the busy consumer for whom time, according to several speakers, is more important than ever. Quick means offering technology that negates the hassle of paying and queueing. Quick means having the necessary parking to make loading the car easy.
Not every retailer will be suited to quick, so they must focus on good. Good means getting more than you can online, Good means getting service that is exceptional. Good means learning through in-store lessons and innovative technology. Good means quality human interaction that can’t be provided online. Good means making shopping more than a chore.
Will you be good or quick? Or both?