Formerly and historically Salon MPV, Shop! The exhibition that will bring together the entire retail marketing sector from the 4th to the 6th of April 2023 at Porte de Versailles, flag 4. This year and for the first time, CBA Paris will be present and will come back, through a keynote on the importance for engaged and innovative brands to create a real retail experience.
Margaux Lhermitte, Head of Retail & Architecture expertise at CBA Design Paris, will take part during the keynote « Retail, best channel of expression for engaged and innovative brands ».
The retail, tangible proof for brands and consumers.
Today, the retail allows brands to really affirm their engagements and values through tangible proofs. Despite a major growth of e-commerce and the difficulty of retailers to attract clients in stores, especially since the covid crises and today inflation, the retail reinvent itself!
And this requires an understanding of the new generation on the hunt for both individual and collective expressions of identity. Indeed, this new generation, more and more influent, is looking for less homogeneous brands and consider that smaller independent brands pave the way. It is no longer enough to propose a simple buying experience but to propose a true brand experience: honest, transparent, diversified and inclusive.
Offer a differentiating and unique phygital experience.
And digital in all this? For the gen-z, digital is a major lever in their purchase act. Their digital identity is extremely important for them, which signifies that virtual and augmented reality experiences is an evidence; They prefer social network ambassadors to face-to-face sales consultants.This new generation places digital products / services on an equal footing with physical products. They live, work and entertained in phygital realities. They are quick to explore new ways to access products and purchases.The digital world is an open door but physical places are vectors of memorability and brand preference. Therefore loyalty and recurrence.
In conclusion, brands must listen, renew themselves and conceive retail places expressing an experience aligned with its vision and ecosystem. New consumers are in quest of meaning, diversity and sustainable experiences, so let’s listen to them!
Book your badge and join us!
Interest in this topic and curious to learn more? Join us this next April 5th between 1:15pm and 1:35pm to assist to the keynote or directly to the CBA booth all day long.
To book your badge, it’s over here 
