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CUSTOMERS WILL PAY TO SHOP
22 September 2015

Wristband retail payment

CUSTOMERS WILL PAY TO SHOP

“Bricks and mortar stores will become showrooms, which emphasise the unique attributes of the product...the highly trained and better-paid shop assistants will be tour guide, advisor, curator and expert, ...you may even pay to enter the store for this interaction, regardless of your purchase.”

That's from a recent report,  in which MYOB chief technology officer Simon Raik-Allen hypothesises that in the near future we will be paying to go shopping. 

Don't laugh, millions already pay for the privilege of shopping at Costco, where the only attraction is bulk pricing and the odd miniscule sample. But what if you paid to get into a shopping mall? Why not? People pay to get into theme parks, which are really shopping malls with better entertainment but inferior retail, food and beverage offers. A modest admission fee would subsidise retail rents, with the budget being diverted into creating more relevant and magnetic customer experiences for currently jaded shoppers. The mechanism could be a Disney style pre paid wristband which you swipe to get in and then use to access a range of experiences tailored to your personal tastes. High street retailers would benefit as well, having no admission fee- or maybe charging their own fee to create flagship experiences. It's a win-win situation, with an overall increase in traffic for retailers and landlords and the ultimate winner being you and I the customers. 

Come on, Westfield, don't say it's never crossed your minds : )

 

Gary McCartney is the owner of McCartney Design and can be reached on newbusiness@mccartneydesign.com.au

22 September 2015
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