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. […]
An influencer is nothing more than a private testimonial. Authenticity is key for influencers because at the end of the day, they are independent entrepreneurs who basically put on the appropriate clothing or cap for their client. I think influencers have a really important function, but only when they’re acting as a partner to a […]
Well, that’s what I’ve experienced in the past year. I consider that to be very important. As a customer, I’m very well informed about what retailers are offering, whether they have an online store or not. Whether they are active on Instagram or any other platform. This is quite an opportunity for retailers to present […]
We clearly notice the tendency that people want to move away from anonymous products or generic purchasing decisions. Instead, there must be the possibility of co-creation and the focus on individuality, or in other words: the expression of personality. The prerequisite is the development of individual features. And in this, the customer wants to play […]
It’s becoming more and more contactless, digital and anonymous. Retail can make all the more difference by having hosts in the store who bring in the personal, the inviting and the warmth that you can‘t experience in online retail. Conceptually, we can do everything right in terms of visual merchandising and the product, but if […]
The customer will always take a great product for granted. That means he or she will move further and further away from the store. To put the customer in the center during contactless purchases is precisely the art to be mastered. […]
There is no “Digital First” anymore. It is “Digital Only” which really sets the standards and pace for buying and customer-brand-retailer interactions. In-store shopping is actually the exception for “digital hick-ups”. The physical interaction needs to be on point. […]
Community needs space. That’s why it’s certainly important to know that this target group has this attitude and this surroundings, and for me, space is part of that. If the brand or the retailer succeeds in defining these community spaces, then they have a very well-defined target group. From this top target group they can […]
Concepts that are not accepted, that are perhaps also thought past the customer, will not exist in the long term. That’s why I believe that listening to the community and giving it a voice is a very powerful element to use in development. Really asking into communities “how do you imagine, for example, what are […]
Concepts that not consider or involve the customer will not last in the long run. Listening and giving a voice to the community is a very powerful element and significant for a sustainable business development. […]
If I want to communicate with the brand, and if the brand wants to continue to have potential at the point of sale, it has to create the pull or become even stronger. In that respect, you have to ask: okay, how can I connect the experience with my brand even more? As a brand, […]
“Customer at eye level” is becoming the new “customer is king”. And that only works if you listen to the communities and give them a voice on what they expect from you as a brand, manufacturer or dealer. […]
Retailer should hire members of the local communiy, but not just employ them in the stores to sell. These employees know their communities better than any technology, so they should help develop marketing and activation plans. […]
This is ultimately the raison d’être of local retail – to create encounters with people. This is classic people’s business and the clear difference to online retail. This also applies to new small formats, such as Ikea, with smaller spaces that are becoming more individual and personal. This will certainly become even more so, especially […]
It’s not hosts that need to be recruited, that sounds to me like I can sort of delegate that, but I need to be a host myself. I also have to develop an attitude. It has to come across clearly why I’m selling these products. So the biggest key, aside from being a host, is […]
As everything becomes more contactless, anonymous and digital, retailers can make all the difference by having hosts in the store who bring in the personal, the welcoming and the warmth that you cannot experience like that in online retail. Conceptually, we can do everything right in terms of visual merchandising and the product, but if […]