So far this holiday season, brick-and-mortar retail sales have been disappointing. Coverage in THE WALL STREET frames the whole enchilada as "largely a zero-sum game." Here is that article headlined "Holiday Sales Sag Despite Blitz of Deals" (sub. req.)
To get more of us in the store and, once in, to joyfully buy a lot, retail might consider adding services and then leveraging them brilliantly.
An example of that is PetSmart. This week I will be taking my animal companion Lee K. to get his nails clipped. The price will be $9. They will accommodate Lee K.'s angst during the process (which leads him to bite) simply. A cone will be put on his head. No appointment is necessary. And, nails can't be clipped online.
While all that is going on, I can watch it through the large window. More likely I will shop. My cart will be full of not only essentials like dog food but also higher margin items like toys, a new dog coat, and gifts for the other animals in my residential complex.
In addition, I will file in my memory bank that this service saves me a trip to the vet. As corporations take over vet practices, I have felt that myriad expensive services have been pushed on me. I want to avoid that. Therefore, I seek to have as much done for my animal companion as possible away from the vet's.