![\"\"](\"https:\/\/i0.wp.com\/www.janusdialogs.com\/wp-content\/uploads\/2012\/11\/iStock_000022014911Medium.jpg?resize=300%2C450\" "\\"Social")
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The world is not only getting smaller, it\u2019s getting more personal.<\/p>\n
Look to retail \u2013 consumers are taking a more pro-active role than ever before. \u201cCash Mobs<\/a><\/span>\u201d are the latest intersection of local, personal, social, and retail. This twist on \u201cflash mobs<\/a><\/span>\u201d brings together a group to one store to support the community by buying local.<\/p>\n Activities like this are as much about highlighting and activating the buyer\u2019s power in the transaction as they are about supporting local merchants.<\/p>\n Yet despite the overwhelming pressures on physical retail, some major brands such as Tiffany, Apple, Lululemon Athletica, and Microsoft are expanding their physical retail networks with great results. How are they succeeding in the environment of empowered buyers where organizations such as Best Buy are not? How are they viewed as \u201clocal\u201d while being part of a global network?<\/p>\n The book The Experience Economy<\/a><\/span> laid this out years ago: the differentiators of esthetics, education, escapism, and entertainment can transform a transactional retail environment into a desired experience.<\/p>\n These differentiators need to be focused on the individual. Vocational training, once thought for \u201cdumb kids or the supposed misfits<\/a><\/span>\u201d is experiencing a revival. Focusing on something of personal interest, and with a hands on approach, can increase interest and therefore attention.<\/p>\n SAP began moving from SAP centric presentations to audience centric conversations several years ago at its SAPPHIRE NOW program<\/a><\/span>. The micro forums (unstructured 30 minute conversations around one topic with no slides or presenter) have quickly become as popular as the theater sessions due to their personal relevance and interaction.<\/p>\n Successful retailers focus on the individual with personal shoppers, training, and experiences at \u2013 and away from \u2013\u00a0the store. And it doesn\u2019t hurt that the products themselves are very personal, from \u201csleep number beds\u201d at Select Comfort stores, to clothing, jewelry, and computers.<\/p>\n Another\u00a0![\"\"](\"https:\/\/i0.wp.com\/www.janusdialogs.com\/wp-content\/uploads\/2012\/11\/apple-and-msft.jpg?resize=300%2C225\" "\\"apple")
<\/a>significant\u00a0element of these retail experiences\/outlets is the staff. They are<\/em> the brand \u2013 not the retail distributors\u2019 brand, but the product brand. Their excitement, the personal interaction, and the relationship translates back to the product. An informed, exciting, and energetic Apple or Tiffany or Lululemon retail employee makes the product exciting and desirable.<\/p>\n