How the future of shopping was shaped by its past
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How the future of shopping was shaped by its past
It’s a sunny, spring Saturday morning in early 2019 and I’m having coffee at the local Costa in Brentwood, an Essex town where I’ve never been before. There are plenty of people out and about and smiling. I have a couple of hours to spare so I’m planning to wander around and have a look in the shops. Then my phone pings: “Surprise!” It’s a promotion from M&S. “Here’s 20% off when you shop online”.
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The Brentwood branch of M&S is just a couple of doors down from where I am – I just passed it. But the notification isn’t suggesting I go there. On the contrary, this special offer will deter me from shopping in an actual shop, on an actual high street, where I know I’d now be paying 25% more (if you start from the lower price) than I would if I bought online. It is, in effect, a counter-advertisement – taking me away from the shops and towar...
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