Just a reminder that we will be hosting our first Blog Book Tour on January 27th. The book is Catogory Killers by Robert Spector. Stop by our blog throughout the day to read the latest posts on this book, which should be required reading for anyone in the retail business!
Link: Experience Manifesto: Our First Blog Book Tour!.
Brand Autopsy has a great piece about the upcoming BBT as well, including the full schedule and a link to a good article about the book.
Link: Brand Autopsy: Killer Conversation with Robert Spector.
Here's some exceprts from the Seattle Times article that's listed on Brand Autopsy (emphasis mine):
In the beginning, pioneer category killers such as Toys R Us and Home Depot located in undeveloped or underdeveloped areas with plenty of open space for parking. The store interiors were no-frill zones in cookie-cutter, single-floor buildings. In exchange for Spartan surroundings, these retailers offered time-starved shoppers low prices and convenience. The strategy was simple: Pile it high and sell it cheap.
As they fight to ensure their own survival in a world of retail Darwinism, category killers have gone through their own evolution.
What is the future of category killers? Where will they turn up next? And how will they influence — and be influenced by — the changes in America's consumer culture?
What is a category killer?
Also known as "big-box" stores because of their mammoth footprint, they are retailers that specialize in a distinct classification of merchandise, such as toys, office supplies, home improvement, at low prices. They earned the sobriquet "category killer" because their goal is to dominate the category, killing the competition that cannot compete on price and/or selection.
In recent years, the best category killers have become more consumer-centric, adjusting their look and feel to sell. Even the most bare-bones big-box store has had to upgrade signage, product presentation and even (gasp!) customer service. Most have added related product lines, such as Home Depot's move into home appliances.
Many malls that were once enclosed are being converted to open-air formats. These properties are being split up for easier access, adding many more entry points as they combine the outdoor open strip mall with the supercenter concept to produce the feel of a community center. In this type of arrangement, retailers will be able to attract customer traffic from the streets, not just from within the mall.
Faced with the problems of vehicle traffic, air quality and urban sprawl, developers are taking unused or underused parts of their malls and creating mixed-use, pedestrian-friendly spaces that combine residential, office and retail space, as well as a variety of urban services, such as medical care, and libraries, post offices and other government buildings. These properties are attracting people who prefer to live close to where they work and to have all the amenities close by. Some malls are adding hospitals, churches and day-care centers.
Sounds very much like the old Main Street, but with a slightly modern twist.
To the extent that they adapt, they will continue to be important.
Otherwise, like the retail dinosaurs that once ruled the American retail landscape — Montgomery Ward, Kmart and others — they will slowly fade from the scene, replaced by newcomers who better understand the current needs of our consumer culture.
Link: The Seattle Times: Make it Count.
