s, we looked at some fascinating examples of consumer behaviour and the way in which retailers adapt to this change. One interesting adaptation are the retailers who turn the traditional supply channel on its head such that their customers become part of the fulfilment model. More explicitly, customers are playing an increasingly active role in defining and determining the assortment. Consumers are no longer just being passive recipients of what a retailer thinks they might want; rather that they are active participants in the creation of the retail offer themselves. From user submitted ideas, to voting on favourite products to individually designed and tailored products, retailers are ceding more control of the store to their customers. I saw the effect of this customisation trend first hand in an extremely busy Yoghurtland store. Here, we determine the portion and mix and are very much engaged in the process and its traditional counter/servery competitor who predictably were doing 20 per cent of the business of the Yoghurtland. Is this trend just limited to food? Yoghurtland, Shoes of Prey, Joe Button, Threadless, Sprinkles Bakery, My Muesli, and Kase are some interesting examples of retailers around the world and there are many more that have this one discerning and similar characteristic – that is, the consumers themselves are far less the recipients of a retailer’s offer, rather, they are creators and developers of product. Content is shifting from the old paradigm to a new and truly customised offer. Citing the growth of Shoes of Prey, Joe Button, and Threadless and you can see this great model of consumerism becoming customisation. Retailers are becoming the enabler of a truly customised, unique product, and in the time of a saturated marketplace, ultimately who could choose better for their tailored product? We will be releasing more on this trend in the coming weeks as part of the Ebeltoft Group Retail Innovation Nine study. Please email louise@retaildoctor.com.au to register your interest in receiving a copy. Happy Fit Retailing Brian Walker Brian is a retail consultant, commentator, author and the Australian representative member of Ebeltoft Group. Find out more at www.retaildoctor.com.au or 02 9460 2882.