Alterar a oferta (parte II)

Nem de propósito, já depois de publicar "Alterar a oferta" que termino assim:

"O autor fala da mesma oferta através de canais diferentes. Julgo que o essencial é alterar a oferta da loja física e fazê-la uma pequena parte, um complemento, de algo bem maior, a experiência de pertencer a uma comunidade."

Li "The End of Cookie-Cutter Luxury Stores". OK é sobre o luxo, mas talvez o retalho do luxo represente ou possa representar uma espécie de ponta de lança, ou vanguarda do que o retalho deve fazer:

"Imagine a Hermès flagship store in the French countryside where consumers could experience a real riding stable complete with horses. Could this be the future of luxury retail?
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We have just lived through an era of rapid global expansion during which luxury brands extended their retail networks to the four corners of the world. This era was dominated by three imperatives: that stores must look the same, that in-store service must be the same, and that bigger was better.
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This has led to ever-larger flagship stores, cookie-cutter store designs and environments, ‘selling ceremony’ manuals and centrally-controlled buying and merchandising. For the brands, the advantage has been guaranteed quality standards. The disadvantage, of course, is that everything looks and feels the same, wherever you are, whatever the brand.
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The approach is rapidly losing its pertinence: customers are moving on. The new middle classes, who were invited to share in these brands, now want to be surprised. They demand a newness and diversity that cannot be satisfied by uniform stores. The problem is compounded by the increasingly fragmented nature of the consumer base. Most mega-brands serve local and travelling consumers, indigenous and overseas clients, high-end and aspirational shoppers. A single standardised format simply does not work for all of these constituencies."

A loja tem de passar a ser muito mais do que um local para expor a oferta, para isso há a internet. A loja tem de passar a ser uma plataforma que faça as pessoas virem à loja fazer a única coisa em que é preciso um espaço físico: para interagir com outros. Para partilhar, para celebrar, para aprender, para co-criar, para ...