Since humans first walked this planet, cycles have connected
their pasts, presents, and futures to intrigue and inspire them. All cultures have
revered rotations of days, months, and seasons as well as life through death
progressions. Those sequences fascinate Homo sapiens enough to make them search
for them in odd places. Folks who track history and have internet access report
that modern marketers are repeating old traditions.
A decade ago, I edited an uncle’s biography. His story caught
my interest when I discovered grocery stores operated very differently than
they did during my early adulthood. During his early life, customers delivered
lists to a clerk who then moved up and down shelves to fill orders. Choices
were limited to what was available. No one wandered aisles searching for an
exact combination of cough syrup ingredients or Green Giant approved no-salt
green beans.
For those who find themselves obsessively reading labels as
they cruise canned good, pharmacy, and baking aisles, my uncle’s example of shopping
appears ridiculously simple. There’s no way that would work today when
consumers determine whether they want organic vegetables or one of the nine
types of flour. Heavens, aspirin selections alone can drive shoppers batty. They
have to know whether they prefer enteric or regular, high or low dosage,
generic or name brand, or . . . the list goes on. Once they reach the wine
aisle, matters go downhill.
In the old days, choices were simple. Flour and sugar came from
barrels. The only choice involved ordering a specific quantity, and finances
often dictated that. Even after stores sacked such staples, space limited brand
preferences for canned fruits and vegetables. Consumers bought what was
available since my uncle’s store was the only one around in those horse and
buggy days.
The little town I lived in as a newlywed still had its old
store with high ceilings and wood plank floors. Over time, the owner updated it
to include rows of shelving arranged along narrow aisles so customers could carry
a basket and collect their own products. Lack of space limited selection so
shopping was simple. At a back counter, a fine butcher cut meat to order. Folks
could call in their order or drop off a list if they desired. Though it’s only
memory, it remains my favorite market.
Recently, a newscast reported major internet vendors sell groceries
online. Shoppers log onto sites, review options, select product, pay
electronically, and either pick up their items or have them shipped to home
addresses. Apparently, robots can fill orders and drones make deliveries. Despite
the Jetson-like cartoon angle, this practice follows my relative’s old grocery
store shopping model. You wonder if the brainchild behind this had an uncle who
collected orders for old-time mercantile patrons.
Mull the possibilities. Will this innovation simplify
consumers’ lives? They order what they want and skip competing choice or will
someone devise a companion site to reveal exact ingredients and cheapest sources?
Will algorithms unveil exactly what shoppers desire before mathematical
functions suggest substitutes? Despite its high-tech twists, this shopping technique
strikingly resembles my uncle’s first job in a small town grocery store.