Create successful ePaper yourself
Turn your PDF publications into a flip-book with our unique Google optimized e-Paper software.
where the new notion of a shop will not be centered on<br />
transaction. Shops will provide environments that meet<br />
the new demands of storytelling, sociability, participation,<br />
customization, entertainment, connoiss<strong>eu</strong>rship and<br />
surprise.<br />
To survive shops must be<strong>com</strong>e ‘serendipity machines’.<br />
As experienced retailmarketeer Hamilton South said<br />
“Retailers need to stop thinking about making shopping<br />
entertaining and concentrate on making entertainment<br />
shoppable instead”. Retailers must develop business<br />
models that allow them to respond to the rapid and<br />
seismic changes that will occur. In the future there will<br />
only be two types of retail business, the quick and the<br />
dead!<br />
Ibrahim Ibrahim<br />
managing director Portland Design Associates, London<br />
NAAR INHOUD/TO CONTENT<br />
RETAIL<br />
HEROES<br />
ACCORDING<br />
TO IBRAHIM<br />
La Place Express<br />
Schiphol Airport, Amsterdam<br />
It manages to offer customised<br />
sandwiches made in front of the<br />
customer with the ‘theatre’ and<br />
aroma of on-site baking of the<br />
bread, all in a small format unit.<br />
Apple store<br />
Leidseplein Amsterdam<br />
There are some stunning design<br />
moments, particularly the<br />
staircase! The overall ambience<br />
feels serene and the (almost)<br />
blank canvas showcases the<br />
products perfectly. The service<br />
proposition trumps everything!<br />
In the future all retailers will be<br />
adopting personalised consultative<br />
customer service and<br />
payment via mobile device. This<br />
will be the norm and will mark<br />
the death of the cashtill and<br />
will pose the question: what<br />
will be the new payment expe-<br />
rience or for that matter the<br />
farewell experience?.This is an<br />
opportunity for retailers to invent<br />
their own specifi c way of<br />
taking payment and leaving<br />
customers with something to<br />
remember. From ‘till to thrill’!<br />
Starbucks The Bank<br />
Rembrandtplein Amsterdam.<br />
I love the ’one space many<br />
moods’ approach with great<br />
intimate spaces as well as <strong>com</strong>munal<br />
ones. I love the localisation<br />
and the stories behind the<br />
re-cycled/local materials and<br />
craftsmanship. I believe the future<br />
will be about coffee shops<br />
entering into partnerships with<br />
other brands and categories<br />
like books, music, fashion and<br />
electronics to create <strong>com</strong>pelling<br />
‘hybridised’ offers.<br />
49
Change language