Dear Big Box,

I’m looking for something a little more consistent and promising for my future. And I don’t think it’s going to work out between you and I.

Sorry, not sorry.

While my mother absolutely adored you, I grew impatient with your lack of personalization. You didn’t make me feel special. You spoke to me as you would anyone else. It’s no wonder everyone else has left you. If you’re not willing to change, not only will your local life fail, but so will your national reputation.Break-up-with-retail-big-box

On top of everything, I always had to go to you. You rarely made effort to come to me, and when you did it was anything but compelling. The words you used never resonated. If you paid attention, you’d have noticed how I want to be treated, what I’m looking for, what else I enjoy.

Eighty percent of people from my generation want to be entertained. You’re … boring. So I’m coming clean.  

There’s someone else.  

Actually … there are a couple “someones.” I’ve found brands that know how to pay attention to me. Amazon and his ecommerce friends, Big Box. So. Charming.

They’re there for me every step of the way. From random, impulsive midnight research to little reminders of things that may have slipped my mind. Helping me complete a transaction, sending me the cutest delivery notifications. Making the effort where I need them most.

Don’t believe me? Fine, I’ll prove it.

I’ve been looking into some high-waisted jeans lately, because why not? I need the right size and color, and really appreciate suggestions — and reviews, which provide some guidance and insight.

After lazily “window” shopping for a few days, this wonderful online boutique served up an ad while I was catching up with friends’ lives on Instagram.

It was the perfect union of presence and utility. I knew just what to do, and had confidence in myself and my purchase.  

My high-waisted jeans fit magically, and I’m pretty sure I’ll be loyal the next time the retail bug bites me.

This is a match made in heaven. Buh-bye Big Box. Hello custom, online love.

XOXO,
Millennials

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