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Specialized Retail Environments and CommuniShare:
Retail environments are not usually considered “communities” at all. But, increasingly, some retail operations are offering community building products and services aimed at their core markets (with the desired result, obviously, of increasing sales). For instance, some natural food stores hold seminars and sell magazines on holistic health; many bookstores now provide coffee bars to facilitate leisurely browsing and social interaction; some toy stores sponsor movie nights and children’s concerts. These retailers want existing and potential customers to see their stores not just as a place to buy products, but as a “destination” for like-minded others who buy these products. Building upon the natural inclination of their target market to be in community with one another is good for business. CommuniShare can further this community building strategy. (NOTE: as an option, CommuniShare could be set up to be accessible only from in-store computers and/or via the store’s website, so the only place for customers to access and use the service would be at the same place where they can make a purchase.)
- By identifying those community-based issues which the target market/community would find appealing, CommuniShare could provide practical benefits for members of that market/community. The result by association would be a more favorable attitude toward the retailer by association, leading to increased sales. (And, if the service were only available via in-store terminals or the store’s website, those increased sales would be realized sooner.) For example:
- A CommuniShare application in a natural foods store could enable people to share recipes, healthy living beliefs and practices, announcements of related events, and so on.
- A CommuniShare application in a bookstore (maybe at the coffee bar?) could enable people to find others who want to discuss their favorite books or authors. (Note this is much more flexible than a “book club” in which all participants discuss the same book each month.) People could also share information on related products and services (e.g., murder mystery dinners) or topics which come up in various books.
- A CommuniShare application in a toy store could enable parents to set up “play dates” or share tips on various toys or even parenting tips. Kids could share advice or techniques for playing various games (electronic or otherwise).
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Neighborhoods and Towns
Public Libraries
Colleges and Universities
Corporations
Dues-Paying Membership Organizations
Communities of Faith
Business and Professional Organizations
Schools
Residential Communities
Specialized Retail Environments
Other Types of Communities |
