New York, LA, and San Francisco might be the most prominent early adopters, but, according to a lengthy feature by The New York Times, Columbus, Ohio is where the real retail innovation happens.
“A combination of demographics, geography and luck turned Columbus into the nation’s consumer laboratory,” the article states.
“This Rust Belt city has historically been a microcosm of the national population’s age and ethnicity, ranking fourth among metropolitan areas in its resemblance to the United States over all…” And those metrics have made Columbus the go-to place for brands wanting to try out new ideas, earning the city the nickname, “Test Market, USA.”
“Stores are trying out all manner of gimmickry — anything, really — to win back shoppers,” the story notes. “And when brands want to try out new concepts, they often come to Columbus.”
DSW is trying out a program where you can rent shoes. Wendy’s is testing out a design that uses kiosks for cashiers and people for waiters. Eddie Bauer even put a literal ice box inside their Easton Town Center location, marking the rare instance in which “hypothermia-inducing temperatures” are an attraction.
But despite the efforts, retailers aren’t faring much better in Columbus than in the rest of the country. “After years of job gains, retail employment in Franklin County, which includes Columbus, has decreased over the last year,” the story notes. “Today, retailers employ some 68,000 people, down from more than 93,000 in 2001.”
But hey, at least Columbus’ stores are trying.
You can read more about it at the New York Times.
