I agree with Carol. She is exactly articulating what’s really happening here. For months, I have been an “odd man out” because I did not accept that retail is becoming part of the “gig” economy. Store associates have almost always been “gigging.” Excluding things like IKEA furniture assembly, retailers expect a lot of turnover and part timers … it’s actually built into the in-store profitability model given its emphasis of minimum or base pay employees and minimal fringe benefits. I think we’ve gone from “single wage earner, stay at home wife” to “cobblers sharing child rearing duties while they work multiple jobs” in about three decades. So it’s not the retailers that are cobbling. It’s the workers themselves, cobbling out a life. My advice for retailers remains what it has been. In-store employees are important. Finding, hiring, training and retaining in-store talent is the NEW way to think about things, not “Oh, what we’ve done is fine, because it’s called gigging now.” Call it what you will — shoppers expect a good shopping experience. Employees… Read more »

We are absolutely seeing an increase in the amount of digital and physical retail partnerships. However, for this to truly be successful the partnership needs to revolve around a complementary offering that works for both brands. It truly has to make sense and provide a value to the customer, especially when the customer isn’t even that aware of it.

Spotify’s partnerships with physical retailers including Starbucks, J.Crew, and others are a perfect example of a partnership that is paying dividends for both the physical and digital brands. Starbucks and J.Crew are able to extend their brand experience well beyond the product to the world of music, entertainment and lifestyle. Meanwhile, Spotify has another channel to extend their reach, beyond the digital channels, and acquire new customers.

We should expect to see some trial and error in this arena, yet once a digital/physical partnership hits, it’s like liquid gold for both brands.

Well written, Carol. Gigging and cobbling are different ends of the same means. There’s no shame in cobbling, quite the opposite actually, it’s a creative (if sometimes desperate) way to make ends meet. Where gigging and cobbling are different is gigging has vision, and involves upside. Cobbling is maintenance and holding one’s head above water. Cobbling comes before gigging (in my opinion).

I think if a retailer has vision, and a “head cobbler” then they’re headed in the right direction.

Part-time retail workers have been “cobbling” for as long as I can remember, for a variety of reasons. It may be to supplement the household income, or to work part-time through college, or for the employee discount. Everybody knows somebody (in my case, a friend in a doctor’s office) who works 30 hours at a “full-time” job and another 20 hours at the local department store.

But Carol pinpoints something important by describing this as “cobbling.” It’s becoming an economic necessity for many, not just a matter of earning some discretionary income.

Great read by Carol and she is absolutely right — that too often retailers are claiming to be gigging when they’re cobbling.

One help in seeing the difference is a concept from software development: technical debt. Many developers will “cobble” together solutions from outside in order to quickly hit the market. Yet this approach always leaves behind a “technical debt” — debt which must be paid at a future time. Apple is, today, struggling with this debt in their mapping application.

So too, retailers need be wary of project debt. Many of the theoretical “gigging” approaches leave behind incredible debt because the retailer attempted to fly with borrowed wings. Most retailers would be better off to undertake fewer relationships and spend more building those where they commit. That’s the only way to avoid the cobbling economy’s project debt coming due in a very bad way.

Carol is right on the money here. Gigging is a way for those who argue that the economy is not leaving behind folks that want to work hard to explain away underemployment. If you are on the flip side of that coin cobbling isn’t entrepreneurial, it’s just surviving. But what works — perhaps only short term for individuals — isn’t a long-term strategy for companies. Treading water isn’t a strategy for winning a swim meet.

Outstanding insight, Carol. I’m convinced we need to add “cobbling” as a key verb in our retail vocabulary. It is relevant for workers who struggle to assemble a living wage from a combination of wage and gig jobs. It’s also relevant for shoppers who cobble together their household pantry strategies by patronizing a portfolio of physical and online stores.

And I believe cobbling applies to retailers who feel hard-pressed to provide a comprehensive array of service experiences for shoppers. Think of the grocery chain who offers a loyalty app, click & carry, third party delivery, meal kits and an in-store grocerant to meet the diverse desires of this shoppers. The complexity of all this is through the roof, but from a sales growth perspective it’s the price of treading water.

Speaking as one who for years has cobbled together a living from a mix of consulting, writing and research services, I’m glad to adopt and promulgate this new term.