Department Store Shopping

In today’s retail age, the concept of the department store has been struggling to find its relevance. On one hand you have the explosive growth of online shopping and on the other bespoke boutique retail outlets are thriving as they provide an intimate shopping experience that cannot ever be replicated via the internet.

So where does this leave the department store, which for so long has been such an iconic part of the Australian retail landscape? When we think of department stores in Australia we think of the big two – David Jones and Myers. There is no doubt that financially they are both hurting in today’s economic climate. And I can’t say I’m surprised as for too long they have had their heads in the sand about the changing retail landscape.

But the real question here is why? Why would you shop at a department store, when you can usually find a better price online, or you can visit a more bespoke retailer closer to home with a more unique offering and great customer service?

In my opinion there are two factors that should be exploited as the strengths of department stores to bring the shoppers back:

1. Product Range: In today’s time poor society, the lure of a one stop shop that houses all the best products in one convenient location is a very attractive offering. This has always been the beauty of department stores, but they need to be better at telling this to the customer.

2. In Store Experience: Think of how you feel when you walk in to the ground floor of the Elizabeth St David Jones store in the city, when the man is playing on the piano, and you are surrounded by flowers and beautiful product offerings? It’s wonderful and it makes shopping an experience, something to be enjoyed. This needs to be replicated more often, right throughout the stores, and not just the flagship ones. Think of the way that Apple make shopping in their stores (and all of them) an experience.

There is no doubt that in the current retail and economic environment it is certainly the survival of the fittest. I’m fascinated to see how this all lands over the coming years – only time will tell!