THESE days, shopping is no longer about the stores but about stories and experiences, said global marketing and advertising firm JWT.

JWT Manila chief executive officer Jos Ortega urged retailers to let their customers experience beyond the ordinary.

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He cited several examples, including Apple that provided units that customers can try.

“(But) first, you must know your brand story. And be authentic.

Customers won’t be fooled. If they are, they won’t visit you again. Engage your clients and deliver your message,” Ortega said.

He urged retailers to strengthen their front lines since the employees are crucial in carrying out the store’s brand story.

Ortega was in Cebu for the 3rd Cebu Regional Retail Conference where he spoke about design techniques for the retail sector.

In the same event, Marge Martinez, The Nielsen Company (Philippines) Inc. associate director for retailer services, advised retailers to make a good and lasting impression on both regular and new shoppers.

“The struggling economy has a significant impact on how and where people shop. Now is not the time to cut corners on factors that will negatively impact shopping experience. Treat every shopper like it’s their first time in your store,” said Martinez.

The Nielsen Company (Philippines) Inc. has found that several retailers across the world are innovating by putting up in-store clinics, and stressing health and wellness messaging in store layouts, product assortment and advertising.

Martinez also pointed out that shoppers, who want convenience, are calling for malls to offer everything under one roof and for retailers to continuously replenish their products.

She noted that in response, commercial malls are expanding; community malls are combining supermarket, gym and health center and boutiques in their premises;
bakeries are putting up seats within their areas to encourage shoppers to eat; and convenience stores are offering more than just groceries.

She also observed that regional supermarkets are understanding local needs and creating modern wet markets while traditional store owners are upgrading their stores to become independent mini-marts or groceries.

“Some big players are going to smaller store formats in order to grow faster in the race for good locations and reach more consumers,” Martinez said.