The goal of this report is to understand what are the new meanings for offline retail.
Today we see at least 5 main shifts that impact on the offline retail role.
From needing stuff to demanding experiences pushes the customers to look for effective experiences in valuing the retail; from conformity to customization impacts towards a growing demand for exclusivity: from plutocracy to democracy creates luxury more accessible to everyone; from wanting new to wanting new and now influences the customer’s expectations about the research of speed and news; from self to community defines as essential to make the brand socially conscious.
These trends impact especially on the Awareness, Collect and Support stage of our shopping customer experience. That’s why we have to refocus the goal of the offline retail pushing their effectiveness and relevance at these specific phases and pushing us in shaping the role of the offline retail more as an experience hotspots, a collection point or a premium support touchpoint.