the shoP changes its skin

A journey through the transformation of concepts

It may appear that the opposite is true, given the dizzying increase in e-commerce, but it is the point of sale that is emerging victorious from the pandemic. We have all noted this: after the forced closures, people everywhere immediately returned to the physical shops. Because what was missing was the direct contact with the brand/store and the human relationship with the sales staff, elements that no digital platform can replace. A unique and unrepeatable added value, brought into the foreground by the health emergency. But which must be implemented across the board. In order to make a difference in store, in fact, it is no longer enough to simply offer a range of merchandise – which online by definition is always wider – but it is necessary to guarantee an immersive experience and, perhaps, a form of entertainment that will make the customer journey unique. How? By betting on an impactful and experiential location and concept that can engage all 5 senses, tell the story of the brand and arouse emotions such that one remembers the experience and, above all, wants to relive it. Not only that, in the omnichannel era, the synergistic interaction between physical and virtual is now indispensable: the consumer demands to switch seamlessly between the various touch points. And what makes, and will increasingly make, the difference is to ensure a custom-made experience, which is also possible thanks to big data analysis. A combination of aspects and opportunities that makes the post-pandemic a particularly challenging and fertile period for retail. The perfect time to imagine, experiment and realise new concepts.