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

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.

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 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.