When I was in business school, one of the major consulting firms was notorious for asking interviewees the question: “what if energy were free?” The short answer, of course, is “just about everything.” But the point of the question was to see if candidates could understand what a driving factor energy costs were in most businesses and consumers lives and whether the interviewees could quickly sort out the profound implications of no longer having that constraint.
I’ve been in retail about 20 years and for most of that time physical space has been the huge driving factor and constraint.
Retailers spend millions of dollars investing in stores and filling their shelves with millions of dollars in inventory. A lot of time and energy goes into visual merchandising and store display standards. Companies invest in planning and allocation software to optimize precious retail selling space and flow merchandise through their supply chains. You worry about things like “parking ratios” (the number of spaces you need per thousand of square feet).
And all along, Wall Street keeps you obsessively focused on comparable store sales growth, productivity per square foot and growth in square footage.
What would be different if most, if not all, of that did not matter anymore?
For more and more consumers, digital marketing and e-commerce has made the aisles endless and physical display meaningless. And the store is always open. Their parking lot is their desk chair, their couch, the smart phone or tablet in their hand. And your physical store is starting to look more and more like a showroom.
It won’t be long before most established retailers won’t be able to economically add any more net physical square footage. And if you are Barnes & Noble, the Gap, Sears or Best Buy, congratulations. You are already there.
If you are a multi-channel retailer where more than 10% of your sales are done through e-commerce and that channel is growing at double-digit rates, focusing on comparable store sales growth is becoming increasingly irrelevant. Comparable customer segment growth is far more meaningful.
If you have a lot of capital invested in physical stores and a large and growing percentage of your customers engage with your brand digitally before coming to your store, chances are you need a radical re-think about how you will drive brick and mortar productivity in an increasingly omni-channel world.
In a world of endless aisles and the anytime, anywhere, anyway consumer, just about everything is different. Or soon will be.
So the question is: are you?