Shopping, it used to be a simple act born out of necessity. One person possessed the goods that another needed, an agreement or barter was struck, and both parties left satisfied with what they needed. But just like anything else, the act and science of shopping has evolved and changed in ways, that at one time or another, seemed unimaginable.
It’s often said, and perhaps way too often, that to prevent ourselves from making the same mistakes over again we merely need to reexamine our past. Well, for the marketing at retail industry this is sage advice. So let’s take a moment to briefly consider the transformation of the retail landscape as well as the evolution of the shopper over the past century.
During the late 19th and early 20th century we saw a mass influx from small communities to large urban settings, which was marked by a loss of individualism. Luckily for us this gave way to consumerism, which became a new way to create and convey a sense of identity in mass culture and industrial modernity. We often refer to this as Fordism because it gave birth to a society of mass producers and mass consumers.