It's just a box or is it?

[archived September 14, 2017 from my posting on Linkedin]

When a package arrives at your doorstep, it often feels like a small, routine event. Yet sometimes, that simple box can spark a deeper reflection about the way we shop and the experiences we value. On September 14, 2017, a replacement pitcher I ordered online arrived, and it made me pause. This wasn’t just about receiving an item; it was a reminder of what matters to those who run brick and mortar stores and the unique experiences they offer.

The changing face of retail

Many retailers and wholesalers worry about the impact of the internet on their businesses. The rise of online shopping has transformed how people buy goods, and some fear it signals the end of physical stores. But this fear overlooks the value that in-person shopping still holds.

Over the past year, I have visited numerous retail establishments across California. These visits were not just about finding the newest or flashiest products. Instead, I focused on where people choose to shop, what they experience, and how store staff interact with customers. These places ranged from well-known shopping centers to hidden gems off the beaten path.

What stood out was the passion and care some stores put into their displays and customer service. While online shopping offers convenience, it often lacks the sensory and personal connection that physical stores provide. For example, in fresh produce markets, the sight and smell of ripe fruit or vibrant flowers create an experience that a website cannot replicate.

The art of presentation in retail

One thing I noticed is that great product displays are becoming rare. This is unfortunate because a well-arranged display can draw customers in and create excitement about the products. A recent article by Bruce Peterson in The Snack Issue (June 2017) highlighted this decline in retail display artistry, which resonated with my observations.

Physical stores have the advantage of engaging multiple senses. The texture of a product, the colors, the arrangement, and even the atmosphere contribute to a memorable shopping experience. These elements encourage customers to linger, explore, and ultimately buy.

What the box represented

The box I received was a small but powerful symbol. It reminded me that even though I ordered the pitcher online, the experience of receiving a tangible item connects me to the physical world. It also made me think about the challenges and opportunities for brick and mortar stores.

This box was more than packaging; it was a prop that illustrated my internal thoughts about retail. It showed how something simple can carry meaning and how physical stores can use similar tangible experiences to connect with customers.

A cardboard box containing a replacement pitcher on a doorstep

Why physical stores still matter

Physical stores offer more than just products. They provide:

• Personal interaction: Staff can answer questions, offer advice, and build relationships.

• Immediate gratification: Customers can take their purchases home right away.

• Sensory experience: Touching, smelling, and seeing products in person.

• Community connection: Local stores often support and reflect the neighborhoods they serve.

  
  

These advantages create loyalty and satisfaction that online shopping struggles to match.

Finding balance in a digital world

The future of retail does not have to be a choice between online and physical stores. Instead, businesses can blend the strengths of both. For example:

• Use online platforms to reach wider audiences.

• Enhance in-store experiences with unique displays and events.

• Offer services like click-and-collect to combine convenience with personal touch.

  
  

Retailers who embrace this balance can thrive by meeting customers where they are and providing value beyond just the product.

Final thoughts

That simple box with a replacement pitcher sparked a reflection on what makes shopping meaningful. It reminded me that brick and mortar stores still hold an important place in our lives. They offer experiences that online shopping cannot fully replace.

For retailers and shoppers alike, the challenge is to recognize and celebrate these experiences. Whether it’s a fresh produce display or a friendly conversation with a store employee, these moments create connections that matter.