retailers

With some time to kill before a meeting, I took the chance to browse round the Oxford Street branch of HMV, looking for inspiration for what to buy with a gift voucher I’ve had kicking around, and also to get ideas for Christmas presents.

Aside from reminding me how difficult it can be to find unusual items in even the largest stores (in fact it’s usually easier in the small secondhand record shops I spent much of my music budget in), I also felt something a bit different about the experience. I’m not sure whether it’s the credit crunch, the success of online retailers or the rise of the MP3 but the shop felt slightly emptier than I’d have expected – and the average age seemed slightly older than usual.

The only major exception was the ever-expanding videogames section. Could this be the fact full console games are still viable as a physical product? (Not many options to download a full game, and the filesize would be bigger than the monthly data allowance for a lot of people!) Certainly I got the anecdotal impression that without the videogame section, the average age of the shoppers would be 10 years higher than I’ve ever seen – or maybe I’m just noticing more…

Coincidentally, via PaidContent and Media Guardian comes the news that 32.1 million MP3 players were sold in the UK last year. Jemima Kiss points out, quite rightly, that the title is a bit misleading – 75% of the sales included were MP3 capable mobile phones – but the important point is that 90% of mobiles sold last year were MP3 capable. Whether or not they’re actually being used for MP3 consumption is almost secondary – the point is that a huge mass of people now have the opportunity to be converted at any moment.

I’m not sure that CD player sales dropping to 8 million last year is necessarily related – after all, CD players have been around long enough to have reached saturation point – but if the money drops out of manufacturing CD players, and sales are growing in those little devices that make phonecalls, take pictures and video, surf the web and play MP3s, it’s another challenge to providers and retailers of physical content.

Why would I pust through a packed Oxford Street to experience agoraphobia in a massive store populated by those 10+ years older than me, and then fail to find my ideal purchase without ordering it – particularly when its so closely linked to lifestyle?

Funnily enough, I have seen a packed record shop recently – in Malmo in Sweden. And I wish I’d grabbed a picture, because it wasn’t just records – it was the 50’s style in store cafe.

I realise this has been a bit of a meandering post, but perhaps the takeaway conclusion is this:

Mobile phones are a triumph of convergence to provide value. Convergence is also increasingly happening with living room technology and online applications. Perhaps in a time-starved culture, more retailers need to look at how they could use convergence to build engagement and loyalty in the real world, as much as online? After all, it’s a reason why supermarkets and department stores have continued to have cafes instore. So why can’t record stores look at food and drink, live events, introducing art, photography, specific genre nights, or other ways to hook into the tribes who don’t have a reason to support them anymore?