More focus is being placed on entertainment and advice. Customers want to be amused. Experiencing products in a playful way is therefore very sustainable and can be a real USP. The actual in-store transaction, on the other hand, is relegated to the background in the store. It may take place there, but according to an omnichannel approach, it does not have to.
The mix of retail, restaurants, meeting places as well as the parks and public squares is what creates the ecosystem called ‘city center’. If one of the participants is missing, the ecosystem slowly but surely collapses.