DIA News 06.2019

The Store of the Future – an Absolute All-Rounder

If online stores cannibalize the brick-and-mortar experience (Handelsblatt), there’s only one consequence as far as we’re concerned: if you want to stay in the game, you’ve got to be ready for innovation and ingenuity. Giving up isn’t our style, so we’re fully energized to see how things can succeed and keep asking ourselves »what role do stores play today and in the future?« The answer becomes clear in five sections: a meaningful one.

Predictor of the future

That’d be nice. If we could see into the future, everything would be easy street. That’s not really how it works, but trends can be identified and convincing forecasts can be made. The »predictor of the future« knows the trends, his customers’ needs as well as price trends and values. He never stops and always challenges himself.

The one who knows your needs

This sounds like psychology – and is meant to a certain extent. If the retailer knows the customer’s expectations better than the customer himself, he can use the customer journey to guide him to his destination and give him the right information at the right time. Let’s not forget that context and transparency is what Generation Z is all about.

There is something to be said for a store whose ambiance suits your lifestyle. Generation Z is talking about Instagrammable moments.

Manager of endless choices

Retail as a service is key for online retailers to recognize the importance of brick-and-mortar retail as a channel of customer contact. We’re increasingly coming to the conclusion that the store is a kind of platform that’s dynamic, exchange-promoting and accessible to everyone. That’s why it plays a central role in our society – and what a chance that is.

Excellent host

As a host, the store provides an environment that has a definite impact on our positive experience. Exchange with like-minded people, humor, society. A cool lifestyle, coffee & beer, events. Incidentally, technology can lend a hand in an amazing way while the customer’s none the wiser.

The one who involves your senses

The number of senses we have is still up for debate – it’s at least six, but could be as many as 13. No matter which way you slice it, it’s a lot. How your shop space greets and communicates with customers can enrich the store experience and foster identification. After all, it’s no coincidence that we refer to positive experiences as a »delight for the senses«; each and everyone is worthy of appreciation.

There is a plethora of potential in the shop space to create a sensory experience worth remembering. ©samuelzeller

Link to Handelsblatt | Online stores cannibalize brick-and-mortar experience (german)

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