I would add the word “more personal” and “service” to the thesis. It is the personal and direct communication that makes brick-and-mortar retail so special. In addition, we need to consider the notion of “more regional”. Customers are longing for something special and they want to be served in a personalized way. It also has something to do with having a good experience: I’m being treated well here. This has become particularly true in times of globalization, in which so many things have become interchangeable.
If retailers want to be attractive, they must offer more than products. Going forward, the focus shift from pure trading to more service-oriented retailing. This opens up an opportunity for new formats. Retailers can launch showrooms, be a workshop, a service point or a social meeting place. They can host events or rent out space for pop-ups. A wide array of exciting formats exists, but they all involve a lot of work and a lot of interaction. Retailers need to be prepared for this.
