‘We love seeing customers face-to-face’: Saskatoon retail reinvented this shopping season

Brick-and-mortar businesses are evolving as customers become more informed, and businesses regularly reinvent themselves. Carla Shynkaruk has more.

As one of the busiest shopping seasons of the year kicks into high gear, many consumers are turning to online carts and delivery options. Despite the rise of e-commerce, those in the retail world say in-person shopping isn’t disappearing — it’s simply changing.

At Bill’s House of Flowers on Broadway in Saskatoon, the number of customers who walk through the door tells a different story about the future of retail. Chantel Pulak, who has spent nearly 20 years in the flower business, took over the shop in September, and says in-person interactions remain one of the best parts of the job.

“The connections that we have with our customers really kind of builds us up and, strengthens our business. We love seeing our customers face-to-face,” Pulak told CTV News.

Pulak says shopping habits have been shifting for years, with customers arriving more informed than ever. Many would-be shoppers now research products online before stepping into a store, blending digital convenience with in-person service.

“Before people didn’t necessarily know how to do things like flower arranging. Now there are so many options of videos and it’s like, come acquire the products in store, and give it a shot,” she said.

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That trend aligns with what experts are seeing across the retail industry.

David Williams, an associate professor in marketing at the Edwards School of Business at the University of Saskatchewan, says shoppers increasingly want an experience when they visit a store. He says retailers like Lululemon have sales associates walking around the store with smart phones ready to help order anything online for customers while they wait, and can help shoppers complete in-store purchases and skip the checkout line.

“You’ve gone in, you’ve had your wow moment. You found the stuff you want. It’s been pleasurable and all of a sudden, you’ve got the pain point of paying,” Williams explained. “Everyone hates a long line at the till. So someone can do it and make it painless and quick.”

Williams says residents can’t forget Amazon’s role in shopping and spending habits.

“Amazon kills e-commerce. It’s about 50% of all e-commerce sales. Amazon’s really good for buying. But that’s different from shopping. If you want a transaction, you go to Amazon. If you want the joy of shopping with your social experience, you go to a store.”

With so much online activity when it comes to shopping, Williams says physical stores often act as a distribution hub and ship items to customers.

“Normally on the customer journey, you start on your phone, but a lot of sales are still made in-store. It’s kind of a false thing to say online versus e-commerce, they’ve kind of blurred into one.”

To meet those modern expectations, many retailers big and small are finding creative ways to stand out. For Pulak, being in the flower business has a unique drawing card customers can’t resist.

“I think we’re super lucky already with people wanting to come into the store and smell the flowers and see the plants and choose things themselves,” she said.

While online shopping continues to grow, stories like Pulak’s suggest brick-and-mortar stores are still holding on, especially those that focus on personal connection and unique in-store experiences.