Lee Peterson

The Milkman Delivers

July 9, 2010

FROM RETAILWIRE:
If you're of a certain age and grew up in America, you probably remember hearing the sound of clinking glass outside your house early in the morning as the milkman made his rounds. Is there a significant niche market for milkmen today?      [more...]

I believe the "milkman" is actually a metaphor for the modern notion of increased shopping, purchasing, and delivery of goods without going to stores. If we consider the 'return of the milkman' as exactly that; the person who delivers commodity goods right to your doorstep -- then I believe we're on the cusp of that person being a huge part of daily life again.

If stores continue to provide a lousy experience (as many do today), why should we shop them if we don't have to? If a delivery option is available, as it increasingly is, why would I want to spend precious time experiencing poor service, overstocked shelves, bad music and no parking all wrapped up in an antiseptic shell?

I say, bring on the milkman! He's already providing a much better experience than what I'm feeling on a daily basis at retail. The more milkmen, the more the retail experience will improve--or go away.