Unfortunately, retail has many concepts that cannot even answer what their raison d’être is. On the other hand, the future will not be less, but rather more than a clear commitment that retail must get more quality and more proximity and personality. Personal consultations will of course continue to take place physically. The retailers must understand what their function is now and in the future, and how this can be managed. We also have to get away from this division of functions in cities, i.e. the mixing of living and working. I like to talk about the “biodiversity of cities“.
It is not the influencers who will become the new retailers, rather the retailers must become influencers. In my view, influencers are only successful because they do what retailers don’t: They take over the advisory function and provide orientation. And they are able to use the right language and the right channels.