The goal of this report is to understand what are the new meanings for offline retail.
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.