CHAT BACK: Designing a better experience

2011 is already shaping up to be an interesting year for Australian retail.

Whilst our economy has weathered the global financial storm better than most, its effects will still be felt through the changing behaviours of cautious, money conscious consumers.

Add to this the current flood crisis and its effect on producers and we have a potential 'annus horribilis' for some areas of the retail sector.

However could this be an opportunity for retailers and designers to begin to reinvent the shopper experience to entice those shoppers back?

In recent years the on-line shopping experience has flourished. Indeed, prior to Christmas, much was made of Australian consumers taking advantage of a weak US dollar and shopping on-line. Gerry Harvey ‘cried foul’, but quickly realised he had perhaps over-stated the case.

However, to ignore on-line retail is to ignore some of the great success stories of recent years. Is there now any doubt that the experience of sitting comfortably at home listening to tracks on iTunes (with added profiles and customer reviews) is a better way to buy music than leafing through thousands of plastic cases to look at cover art - then to queue up in the hope that the store has a stereo and a pair of headphones that actually work.

My point here is that consumers will always be swayed by price, but if you want their loyalty then you have to offer a better experience as a whole – one that matches the technological advances taking place in other areas of their lives.

From a supermarket perspective, Australian retailers continue to borrow private label strategies from their progressive UK counterparts. However, both the UK and Australian markets have now seen the advent of low-cost, bulk offerings such as Aldi and Costco.

An Aldi supermarket is still relatively similar to their Australian counterparts, however they do offer an aspect of simplicity. The average Supermarket isle carries thousands of pieces of information – we can only process about seven of these at a time. Aldi simplifies its offer: the good one, the better one and well… that’s it.

Alternative ideas may come from the US, which has always had to contend with cheaper, bulk offerings. Trader Joe for example, has a quirky and highly successful model of eclectic produce, themed stores and low prices.

Also, on a recent trip I discovered Asda (which is now owned by Walmart) is the only supermarket in the UK, which employs event coordinators. This is a person who helps the supermarket and brand build links with the local community through school trips, holiday activities and fund raising.

Asda also have more traditional, but none-the-less innovative offers such as ‘make your own pizza’ counters, cafés, bakery bells which ring every time fresh bread comes out of the oven and a fish display to die for.

Capturing the consumer’s heart and mind will never just be ‘all about price’. As we recover from our recessionary ‘headache’ I believe consumers will look to both retail and consumer brands to inspire and excite them.

Before the GFC, consumers were already looking for healthier, greener and more authentic experiences via the organic or fresh produce markets. FMCG brands quickly realized that if consumers can see a simple and real story behind a brand or product they are often willing to pay a higher price.

However, for retailers it is the experience behind these new offers that is key and as the farmer’s markets have shown they don’t have to be about high-end design.

Bunnings for example, has many short-comings, but I would love a Bunning-style kids playground in my local supermarket. Also, I would not say ‘no’ to a sausage sizzle – as long as it was raising money for flood victims – after all, isn’t that what community is all about?

In order to continue to play an emotional role in our lives, retail brands must extend their offer beyond ‘the weekly shop’. They should be a venue to surprise, delight and entertain us and become a true part of the local community.