Coffee shop owners say they are failing to turn a profit because remote workers spend too much time in their cafés without spending a lot of money.
++ UPDATE: Barbara Kahn and I will discuss this topic on April 11, 2018 at 5:30 ET on her Wharton Business Radio show Marketing Matters.++
On Monday, March 11, 2018 I will be talking to a number of CBC radio morning shows about some of the fascinating sociological and marketing implications of this recent marketplace phenomenon.
Topics that I will discuss include
how consumer researchers use ethnography and other methods to reveal the hidden meanings of commercial spaces,
the history of coffeeshops as a social space and as a workplace,
negotiations about what is a public or private space for consumption,
the presentation of the consumer self in everyday life,
the marketplace history and politics of nomadic work,
commercial spaces as sites of class/ethnic/intergenerational identity and struggle,
how experience designers draw on stories and materiality (e.g, light, sound, furniture, temperature, product, people etc.) to shape commercial spaces (and influence our behavior and choices as consumers),
and to shape our sense of time,
the techniques coffee shop owners can now use to more subtly change consumer perceptions of time,
and how consumers who co-create experiential reality frequently resist and undermine these efforts.
Further Academic Readings
If you have listened to one of the radio interviews and wish to dig deeper, I recommend the following academic papers to interested consumers, practitioners, and other journalists and researchers (in no particular order):
Further Blog Readings
More applied readings on the design of captivating retail experiences are also available on this blog and at the American Marketing Association.
Interview Schedule (EST)