The phenomenon of instant gratification is growing exponentially, stated author Liz Gannes in a recent Re/code series.

Instant gratification appears to be a state of mind, not a mind shift, for kids in particular. For example, TV shows are available whenever the viewer is, and games are accessible with the touch of a button.

In an ever-connected world, the mindset of instant gratification inevitably is going to take over the way we interact. And whether instant gratification is ultimately beneficial to us in the long term, it has changed how we live our lives and raise our children.

Brick-and-Mortar Stores Are Like Fulfillment Centers

The new reality of an instant gratification economy raises profound strategic questions for companies that have invested heavily in a physical footprint.

The shift in consumer expectation is already underway, and retailers of all shapes, sizes, and categories have much to gain from the instant gratification economy if they can act quickly and intelligently. For example, physical store locations can provide proximity to the consumer that the online incumbents cannot. These locations, if reimagined and reinvented, can become powerful points of distribution, data, and sales.

Imagine if retailers began to think of their stores primarily as fulfillment centers.

Let's say I need to pick up my prescription at Walgreens, do back-to-school shopping at Staples, or buy new running shoes at Sports Authority. I make the order on my phone, get a text when my order is ready, and drive to the store with specific directions based on real-time traffic patterns. When I walk into the store, my location-aware store app knows that I'm there and charges my pre-loaded credit card, so I don't even need to stand in line to check out. The store can also send me special deals to increase my basket size. Store format, merchandising, and selection are not as important because I have already done the majority of my shopping. 

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image of Pehr Luedtke

Pehr Luedtke is the president and CEO of Spotzot, a location-based mobile advertising platform for retailers and brands.

LinkedIn: Pehr Leudtke