Stores are opening up to digital technologies - although the phenomenon is still slow in France - while pleasure, ethics and mobility remain strong growth drivers. How do brands get out of their comfort zone and win back their customers? Here is a first review: [1]
– The go-between. The brand (or distributor) gathers the best of several worlds into hybrid spaces to surprise consumers.
Ex.: Tesco Extra Watford (UK) sets up community spaces to be rented for free, offers sports training, and upgrades its beauty and health spaces with numerous services. Here is how to revive constraint places.
– The coach. The brand livens up its sales outlets, transmits its knowledge, and guides its customers through new learning and uses.
Ex.: Aroma-Zone (in the heart of Paris) trains people to natural DIY cosmetics with qualified staff, workshops and digital search points.
– The Geek. Hyperconnected, expert in new technologies, the brand is in line with its customers.
Ex.: Daisy Marc Jacob Tweet Shop and its reward system via Twitter, Instagram and FB.
– The neo-humanist. Altruistic, keen on collaborative action, eco-conscious, the brand commits to build a better world.
Ex.: La Louve, first collaborative supermarket (Paris, 2015), or how to make customers get involved to reduce costs on both sides.
– The expert. The brand gets rid of classic distribution channels or codes to develop a new offer.
Ex.: Benefit offers about thirty of its makeup and skincare products in a bright pink distributor, in particular in about twenty US airports. Soon available in Europe.
After magnifying the customer experience and the sensorial dimension over the past few years, it is now simple as it sounds: it is time to listen to customers.
