When Shopping Is Media, Retailers Become Content And Community Obsessed

Shopping anywhere can make all consumers lonely, because they keep going from online to offline searching for the same thing -- relevancy.
Offline offers a different reality than online and vice versa. What retail is figuring out in box stores and in online hubs is that to offer real retail experience that doesn't make a consumer lonely, you have to deliver the retail inventory as if it was content in a media engine. So, how do we stop such a disconnect in online and offline retail experiences? Offline and online are becoming versions of each other, mimicking something that is happening in the media world. Proprietors are becoming expert at delivering meaning to consumers, rather than products. If you have a lifestyle that lacks something, you also probably know that just buying a good is not going to satisfy that longing. But learning something about others who are shopping, or the person who is offering things you are shopping for, makes a big difference.