9 771127 049005 90214 ENGLISH TEXT TEXTE FRANÇAIS www.intimopiumare.com Moda trend preview A-I 19/20 STRUMENTI Una scelta funzionale STILISTI Stella McCartney RETAIL WORLD Scenari che cambiano
ENGLISH TRANSLATION AL HILO DE.../THREADING IT TOGETHER THE CHANGING FACE OF RETAIL In an increasingly transversal manner regarding the various channels, the actual physical space of stores seems to still offer consumers plenty of opportunities in their shopping journey. But it has to carefully take into account a number of touchpoints In the midst of the general confusion caused by the increasing pace of change in the world of retail (especially when it comes to selling clothing) only one thing appears to be certain: online sales will not be cannibalizing the ones conducted in brick-and-mortar stores. This was also confirmed by Miles Agbanrin (Euromonitor) who at the most recent Lycra Fiber Moves forum presented the results of a study examining the field of clothing retail and the much talked about Consumer Journey. ONLINE VS OFFLINE If online shopping is driven by motives like lower prices and saving time, offline stores benefit from factors such as spontaneity and the possibility of trying items on before making a purchase. The much vaunted consumer journey, however, involves an ever increasing number of touchpoints. To site just a few, the press, TV, word of mouth, radio, the social media, online advertising, influences, blogs, stores and multi-brand portals, sties featuring consumer comments, newsletters and loyalty-building programs. The future retail landscape will be omnichannel, characterized by price transparency, frequent shifts between channels, diversified consumer journeys and accelerated usage. The first important consequence ushered in by the digital touchpoints will be transarency of priced, while brickand-mortal stores will be playing the card of personalized customer service and the possibility of verifying quality and fit before making an actual purchase. The future will see increasing levels of close collaboration between physical retail spaces and digital ones. The brands utilize brick-and-mortar stores to engage and involve shoppers in various activities and events. Omnichannel is the key concept in the world of retail and making it work successfully depends on a number of different factors. The brand must be able to get shoppers involved in all the touchpoints they encounter during the course of their journey. Prices will be controlled because they won’t change regardless of the channel being used (transparency). It’s necessary to engage all the actors involved in the consumer journey to make sure there are no empty spaces. The various process have to be optimized in order to ensure maximum convenience for shoppers. The involvement experience, whether on- or offline, must be interesting and full of meaning. FUTURE VISION WORKSHOP During the course of the seminar devoted to retail Future Concept Lab’s contribution began with the encounter / clash between the analogical and digital worlds which, by means of their convergence, are offering a whole new dimension: the so-called onlife experience, overhauling and reformulating the rules of a game which must be thoroughly understood, defending with supreme clarity the methods, timing and rituals of shopping that shape the new rationales of sales. “Products have always been sold by means of different channels, in the most diverse locations and with different delivery times,” explained Francesco Morace of Future Concept Lab. “But a great deal has changed in the last few years. Shopping is like tackling a slalom course in terms of the people as well as regarding its definition and evolution. The actual situation today is definitely multichannel (multi=many), by which I mean that the same product may be purchased in al least two different ways, either on- or offline. Regarding the near future one is already speaking in terms of omnichannel situations (omni=all), where, thanks to the simultaneous use on the part of customers of the entire social apparatus, the brands will once again have to play a strategic role in the whole process. Adopting the omnichannel rationale means embarking upon a process by means of which the companies endea- Selmark
Change language