Authority Magazine
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Authority Magazine

Mathieu Champigny Of CoCreativ Group On The Future Of Retail Over The Next Few Years

Use your retail space to make your brand message even more obvious. There is no better place to reinforce your brand message than your store. Use this space as your live billboard, all the time.

  • Focus on client experience: it is not solely about the product, but about how the customer feels when they enter the store, and how they feel when they leave. Focus on how customers are welcome, guided, advised, and ensure that they got more than they would somewhere else or browsing online.
  • Use your retail space to make your brand message even more obvious. There is no better place to reinforce your brand message than your store. Use this space as your live billboard, all the time.
  • Retail and digital are one and the same now: we all need to think of one being an extension of the other. The brands winning at this really consider digital and retail as 1 journey, and know that you will not succeed in one without the other. Devising digital campaigns designed to bring customers to your stores are key to the brand’s success, but let’s not forget that it must also go the other way around. Meaning, how do you keep engaging with your customers after they leave your store. Generic loyalty programs are good but not enough anymore. Winning brands keep that engagement high after the retail experience, using text message campaigns, discounts for return visits, user generated content and social media activations, to really connect with their customer base within and outside their stores.
  • We need to provide in the physical space something that is not readily available online, whether it be the personalized services, luxury treatment, some exclusive products, etc…

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