We take one of two approaches to buying something – need or want. Each approach taps into a different psychological mindset, and requires a different way retail experience and process.


Buying ShoesBuying Gadgets
MenNecessityInherent value
WomenInherent valueNecessity

This is why you conventional electric/electronic retail outlets don’t generally work for women customers. And vice versa for shoes and men.

There are untapped opportunities for retailers to create different experiences to dovetail with the different needs of customers.

(From a talk by Nicolai Okkels at the Innovation and Service Design conference, 29 Jan 2010, Malmö, Sweden.)