Acerca do futuro do retalho

"Retail stores will become increasingly more like showrooms or “experience lounges” rather than points of sale, according to a co-produced study from Microsoft and Ogilvy & Mather.
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The research revealed that digitally-savvy shoppers are driving the retail space to become more than points of sale alone, but experiential showrooms.
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“As marketers we have the internet the wrong way around – we are looking at it from the wrong end of the telescope – always focusing on what we can do with new technology, but actually more it’s more valuable to view it as what does it say about human behaviour," he said."

Trechos retirados de "Cannes Lions: Retail stores will become “experience lounges” rather than points of sale, reveals Microsoft and O&M study"

"Online commerce has grown at different rates in different countries, but everywhere it is gaining fast (see chart 1). In Britain, Germany and France 90% of the rather modest growth in retail sales expected between now and 2016 will be online, predicts AXA Real Estate, a property-management company.
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When shoppers both know what they want and are willing to wait for it they will go online. And retail’s simple moneymaking ways of yesteryear—find a catchy concept, fuel growth by opening new shops and attracting more shoppers to existing ones, use your growing size to squeeze suppliers for better margins—have run out of steam. But that does not mean that there are no new options for bricks and mortar.
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Shopping is about entertainment as well as acquisition. It allows people to build desires as well as fulfil them—if it did not, no one would ever window-shop. It encompasses exploration and frivolity, not just necessity. It can be immersive, too. While computer screens can bewitch the eye, a good shop has four more senses to ensorcell.
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The future shopscape will be emptier, but more attractive. Shoppers can expect new rewards for simply showing up. Shopkick, a mobile-phone app, gives American shoppers points that earn them goodies like iTunes songs just for stepping across the threshold of a participating store. Inspired by Apple, shops promise “experience” and hope that sales will follow. Germany’s Kochhaus claims to be the first food store organised around recipes rather than grocery categories. The ingredients are strewn across tables, not stacked on shelves. Some shops will opt to sell nothing at all on the premises. Desigual, a Spanish fashion merchant, has shops in Barcelona and Paris that carry only samples. Shoppers are helped to assemble them into outfits that they then buy online."

 Trechos retirados de "The emporium strikes back"