The future of retail

How could things be different? While we lament the death of city centers, examples show that there is another way, that areas focused purely on retail can work with good concepts. Here is one from France, which has been hit just as hard by the pandemic as everywhere else.

Old wisdom – if you invite someone over, tidy up your house first. This simply does not apply to many German cities.

Everything belongs together. People communicate with their eyes, hands, mouth, ears, and their entire body. And also with smartphones, computers, tablets, and basically everything they like to use, that works, and that is enjoyable. And that is how they shop. It is not either/or, as many German retailers, decision-makers, and other people think. Instead, it is always and everywhere, simultaneously and all at once. And that is how retail must function. Everything has to work, at the same time. The picture shows a quiet zone in the center of Galeries Lafayette in Nice, with power outlets so that clients can charge their phones – very simple and practical. Because power is a scarce commodity for smartphones.

This should really be standard in all shops and city centers, just like at international airports and train stations: free Wi-Fi, very strong, super easy to log in. With a service that highlights special features and promotions. Because free access is highly sought after.

It couldn't be easier. Smartphones are the ideal device for reaching people locally in the city, at the shopping center, before and after at home, at work, and simply everywhere. What do I need? It couldn't be simpler: a good app. (Only in Germany is this still a challenge in some places.)

Free internet. Good music (no format noise). Pleasant smells. Beautiful images that inspire and stimulate and give new impressions. Space and stage for big performances and wonderful experiences. Life, joy, togetherness. Create opportunities for new desires.

After all, if your visitors can't even get to you, how is it supposed to work? It's not possible, so mobility is a basic requirement for these locations. They should be environmentally friendly and sustainable, but above all, it's important that people can 1) get there easily, regardless of age and mobility, and 2) leave again easily, especially with their purchases. And 3.) be able to get around easily, quickly, and simply once they are there.

And then the store gets crowded. Like here at the Apple Store. With coveted products, beautiful, important, and full of essential resources.

Here's my personal example: I crashed my cell phone while abroad, with my digital vaccination card and lots of other stuff on it that was essential for SURVIVAL. So I needed help urgently – available in the emergency room of the Apple Store, after making an appointment via the central 24/7 hotline – formidable assistance, customer service, and loyalty that works everywhere.

People must be put back at the center. What do YOU want? What can we offer YOU? And if we don't have it, how can we get it for YOU? That's all that matters. It's not about getting them to come to ME (as a retailer) or to MY location—that's WRONG.

After all, what are the important functions and tasks of a retailer?

• PROVIDING products and services to people who want or need them.
• Offering the right services and ENGAGING IN CONVERSATION with clients.
• When these needs change, being FLEXIBLE and MOBILE at all times so that you can adapt.
• Always offering the BEST POSSIBLE EXPERIENCE for your clients.

If all this can take place in a brick-and-mortar store, then that's great. But if not, then the location of your own development as a retailer should not stand in the way. And since this is one of the prevailing developments in many city centers, so be it.

1. With EMPATHY – empathize. Nothing can really replace a good gut feeling. And create something good from it. To do this, you need the right helpers to support you.
2. With ANALYSIS – observe. Collect data about all processes, outside and inside my world. About everything that moves my clients and the people I want to be in contact and do business with. To do this, you need the right tools and instruments for collecting and processing data.
3. With THEORY – think. I have to be able to draw the right conclusions in order to gain new insights. Question the tried and tested, tear it down if necessary and rebuild it. Better still: gradually adjust and adapt, thereby continuously refining the models.
4. With PRACTICE – doing and getting better. Always staying in dialogue, listening, taking things in and then speaking. Working with clients to find the right offers for them, showing them to them and making them possible for them. And that's simply no longer possible without digital offerings. Nowhere.

That's what good retail should be all about.