This article sounds the alarm for retailers about the rapidly changing buying patterns of consumers.

Getting Started

Appropriate Subject Area(s):

Marketing, promotion, entrepreneurship, retail sales

Key Questions to Explore:

  • How can bricks and mortar retailers thrive with changing consumer habits?

Materials needed:

Animoto: this is a free app that students can download to their smartphone or tablet.

Study and Discussion Activity

Introduction to lesson and task:

Students will learn to understand changes in consumer buying patterns and brainstorm ideas that can keep bricks and mortar retailers in business.

Action (lesson plan and task):

  • Ask students to download the Animoto app onto their smartphone or tablet. This app will be used later in the lesson.
  • Ask students if they or their families shop online. What kinds of items do they purchase online? From where?
  • Using a T chart, brainstorm the advantages and disadvantages of online shopping.
  • Create a second T chart and brainstorm advantages and disadvantages of shopping in a retail bricks and mortar store.
  • In pairs, have students think about what they see as crossovers, advantages or disadvantages that apply to both, and discuss.
  • Distribute the article for reading.
  • As a class, discuss why consumer buying patterns are changing.

Consolidation of Learning:

  • Using the Animoto app, and working in teams, have students create a short video offering advice to their favourite retailer to keep customers coming to their store.
Success and Additional Learning

Success Criteria:

  • Students understand the consumer transitioning to online buying and see opportunities for bricks and mortar stores to engage their customers differently.

Confirming Activity:

  • Working in teams of four, have students prepare an annotated list of strategies that can be used to engage customers either online or in store.