Last week in the comments of my post Three things you should read today about Jacksonville, I asked the question: Would I sound like a snob/ungrateful if I said I would rather have no grocery store downtown than Wal-mart or Winn-Dixie? To this someone responded.
“Oh, I think it’d be great if Publix wanted the space but knock WD for the reasons WD tends to suck, not because it’s not “hipâ€Â. How cool can any store really be?”
How cool can any store really be? Let me tell you.
Consumers today are distinguishing and demanding. Not only do they require function, they require form as well. How many of you would, given the opportunity with equal trade-offs, go to a Wal-Mart instead of Target? You go to Target because they spend lots of money curating your experience. Yes they sell many of the same things Wal-Mart sells, but they do so in way that makes shopping there enjoyable.
It’s about customer experience and perception. For me to spend my money in a store, it must go above and beyond to make my experience enjoyable. While there is a place in my life for function, if I have a choice I will choose form and function over function alone every time.
I have lived all over Jacksonville in my 29 years and shopped at a wide array of grocery stores: Winn Dixie, Food Lion, Harris Teeter, Fresh Market, etc. I also lived in Minneapolis for three years where I shopped at Rainbow Foods, Cub Foods, Lunds and Kowalski’s. I don’t make these observations from the hip, I base my assertion on experience. Just as I don’t criticize Winn Dixie lightly, without consideration or without a wide range of experience to back up my criticisms.
My point is human nature seeks out pleasurable experiences. And with an ever growing range of options why settle for second best? Donald Norman, an interface designer, said “It’s not enough that we build products that function, that are understandable and usable – we also need to build products that bring joy and excitement, pleasure and fun and yes, beauty, to peoples lives”. To illustrate my point fully, replace the word “product” with the phrase “grocery store” in the sentence above.
I think this is where Winn-Dixie falls down and will continue to struggle. There is no corporate mandate to make the shopping experience pleasurable, fun and exciting. Publix however has beauty, design and fun woven in to the fabric of it’s corporate structure. This is why Publix is successful. For example, the website publixpackaging.com is devoted to writing about the beauty found in the graphic design of the Publix packaging. Talk about creating passionate customers.
So to answer the question how cool can a store really be? A store must be cool and must create an aire of hipness to keep today’s demanding consumer satisfied and coming back. This is why everyone in the city is salivating for Whole Foods. Winn-Dixie will continue continue to struggle until they begin to address the customer experience issue.
tags: jacksonville, winn-dixie, publix, customer experience
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fawn leibowitz
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Rampant
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Uturn
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http://www.junkiewhores.com Chuck
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PCollins
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Uturn
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Adam B
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Travis
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vicupstate
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tlkb
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RK
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RK
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tlkb
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Adam B
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Uturn
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Kathryn
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PCollins
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http://www.sparcouncil.org DerekHudson

