Retail should be sexy.
NOW MORE THAN EVER, THE STORE IS THE BRAND’S CALLING CARD.
To be successful, conventional store-based retailers must continue to evolve, react to social changes and consistently embody their brand values. And create stores which communicate the brand’s world of experiences. Because this is the main thing that customers have come to expect. They want to experience the brand. Between efficiency and experience, between convenience and marketing – this is the exciting range in which brands move today. Long before dealing with the issues of actual space planning and shopfitting, a consultation process regarding the positioning of the brand is initiated at a very early stage.
The question of the real value added that the retailer wants to offer to their customers and the decision on product ranges are absolutely crucial. Factors, such as consultancy and service, are also part of the retail experience – and, on top of that, there is also networking via the Internet. However, the role of the store is becoming ever more a point of communication with the brand. Purchasers are looking for inspiration and experiences in a store. Retail should tell stories, should create experiences. Retail should be sexy. PURCHASERS ARE LOOKING FOR INSPIRATION AND EXPERIENCES.