bcbusiness.ca september 2015 BCBusiness 51
you've lived the retail life—or have been exposed to
this cynical Hollywood portrayal—you enter the shop-
ping realm with lowered expectations.
So what does it all mean? First off, if what you offer
is pure transaction and no service, then there's not
much of a future for bricks-and-mortar operations.
Canseco points to the demise of Blockbuster Video
as a prime example: "Once you've found a way to
deliver entertainment without having to hold a
DVD
in your hand, then everything was over."
But if you offer a real connection, a unique cus-
tomer service experience, then there's hope. "We
see it with Victoria's Secret in downtown Vancouver.
What I like there is that you've really turned the expe-
rience of buying something that is supposed to be
very private—especially if we go back 20 or 30 years
ago—into something that is more public, an experi-
ence," says Canseco. "Nordstrom is definitely trying
to go for something similar. They've both been able
to not only bring people into the store because of the
garments they're selling but also the experience that
they're providing." – Matt O'Grady
12% ........ better
56% ....... the same
28% ....... Worse
3% .......... not sure
8% .......... better
53% ....... the same
39% ....... Worse
0% .......... not sure
13% ........ better
47%........ the same
41% ........ Worse
0% .......... not sure
12% ........ better
70% ....... the same
12% ........ Worse
5% .......... not sure
16% ........ better
68% ....... the same
16% ........ Worse
0% .......... not sure
22% ....... better
64% ....... the same
14% ........ Worse
0% .......... not sure
15% ........ better
41% ........ the same
39% ....... Worse
6% .......... not sure
12% ........ better
42% ....... the same
43% ....... Worse
3% .......... not sure
17% ........ better
41% ........ the same
40% ....... Worse
2% .......... not sure
30% ....... better
32% ....... the same
6% .......... Worse
32% ....... not sure
40% ....... better
35% ....... the same
2% .......... Worse
23% ....... not sure
40% ....... better
37% ....... the same
4% .......... Worse
20% ....... not sure
aT a STOre aT a reSTaUraNT dealiNg wiTh a cOmpaNy
Over The phONe
USiNg aN e-cOmmerce
webSiTe
reSUlTS by hOUSehOld iNcOme
40%
26%
34%
4%
14%
35%
5%
42%
LESS THAN $50,000
$50,000 - $100,000
MORE THAN $100,000
dealiNg wiTh a
cOmpaNy
Over The phONe
USiNg aN
e-cOmmerce
webSiTe
LESS THAN $50,000
$50,000 - $100,000
MORE THAN $100,000
