NEW YORK – A recent article in Inc. addressed the challenges that independent retailers face when up against online technologies and the brick-and-mortar giants in the industry.  Author Kimberly Weisul cited the example of California-based design consultancy IDEO, which recently asked employees what factors would make them shop in a store rather than online. Out of more than 100 responses, two common answers stood out: fun and expert.

In a nutshell, those two words explain the battle between in-store and online, independent and big box. Retailers are in the position to address these consumer desires in their stores, something that most big box stores and websites can’t.

The article gives the example of Trader Joe’s, which tries to make the shopping experience fun through something as simple as hiding a stuffed animal in each of its stores for young customers to find and get a prize.