From points of sale to points of experience
Experience is perhaps the most improperly used, hollow and catch-all term in the world of retail. Because what actually constitutes experience? Is it a friendly employee who knows you by name and is always there for you? Perhaps it's 'blurring', which has made you able to drink good coffee and eat something in more and more retail outlets? Perhaps it is the fantastic decor and theatre that only physical stores can offer? Is it the opportunity to socialise, or to share your retail experience on social media? Or is it that fantastic online customer journey?
In 2019, theoretically no one needs a physical sales outlet to sell a product. We shop faster and easier via app, web and voice. So why do we still have shops? On the one hand, we are still seeing chains disappearing. On the other hand, the trend is towards brand temples opening on an ever larger scale - especially in large world cities. What is behind this, and what consumer expectations might be at the root of this development?