We’re living through a time of great change and disruption, where things we used to do in person are replaced by a digital version.
While the speed of progress has certainly propelled investments forward, it is arguable that the wellbeing of communities and local businesses will suffer leaving consumers at a loss for public gathering points for friends, family, and strangers. (Kelley, K. 2024)
The Third Place
Sociologist Ray Oldenberg framed the idea of a ‘Third Place’ in the 80s - a public place outside our workplace or home which is fundamental to our ability to connect over a shared interest or activity.
Typically, these places - libraries, coffee shops, bookstores, community gardens, churches, gyms and clubs - all provide the opportunity for interaction and serendipitous conversations with people we might not otherwise meet.’ (Grimmer, L, 2023)
Today we rely on social media, apps and video calls to socialise, it has replaced our need for third places to some extent.
As society, we’re poorer for it.
From a sociological perspective, our wellbeing is closely tied to social interactions and our ability to belong.
All considering, retail has a unique positioning to offer a social payoff beyond the product or service. (Kelley, K. 2024)
“People do not come to the mall for socks, you can get those anywhere – they come for the social payoff.”
Kevin Kelley Author of Irreplaceable
“Buying a product is one form of exchange, but a whole lot of other exchanges happen at the market.”
Kevin Kelley, Author of Irreplaceable
Retail at the Intersection of Commerce and Community
As consumers we are navigating uncertainty and social noise at an overwhelming rate. While we can do most things online, we need places to decompress, to escape our algorithms, places where we can meet friends and strangers.
Retail sits at the intersection of commerce and community. This position can offer consumers a pay-off beyond price, variety and convenience.
It is important to design retail spaces with an understanding of human psychological and physiological wellness - creating places for both connection and usefulness.
We believe that bricks & mortar will remain a key channel in retail.