Personalized options, AI insights into your habits, Augmented Reality and VR are but some of the initiative that have been creating an impact in the online shopping experience. At Ambiente 2019, we saw a slightly different perspective on things being presented.
We attended the ‘From Point of Sale to Point of Experience with Nikolai Gruschwitz of Gruschwitz and Waketo, and came away with quite a few intriguing insights. In a retail landscape characterized by uniformity, replaceability, time-stealing waiting times and a rather unattractive visual merchandising, the message of the exhibition is thought provoking: in order to set yourself apart from your competitors and to be unique, retailers do not only have to fulfill expectations, but have to surprise, enthuse and always create a real additional value.
The end vision is a simple thought: in the real brick and mortar stores, you have a chance to win the customer’s heart, with shops becoming more and more a location where stories are told and events take place. The objective is to make stores more attractive and to abandon the dominant pressure to sell products.
The central message at the end of the day is how all retailers have opportunities for empathy and intuition always have been a great advantage of face-to-face contact. Digitalization, on the other hand, must not steal our time, but has to increase our freedom and convenience.