Creating a point of difference for the contrary customer
Denise Moore, Head of Brand Ventures, Unibail Rodamco Westfield
Fast-lane self-check-outs during the lunchtime rush, yet a leisurely peruse in a shopping on a Sunday afternoon. The modern retail consumer is evolving- they want new and expect a lot, yet value heritage and tradition.
The ‘contrary’ customer therefore holds conflicting views on how they view the retail space- seeing it as somewhere which should be new and engaging, while offering a hyper convenient shopping experience. To engage this changeable audience, retailers must redefine the purpose of bricks and mortar retail and create engaging experiences to create a point of difference to what online can provide. Shifts that consumers expect to see in the future retail space are the amalgamation of traditional shopping with new experiences, with shopping centres becoming ‘mini cities’, with facilities such as smart parking, gyms and spas, live entertainment, and pet day care, to offer the ‘all day’ shopping experience.
In order to bring such ideas to fruition, stakeholders will need to work together and form partnerships to deliver innovative solutions, new experiential spaces, and technological advancements to provide the ultimate destination shopping experience for the contrary customer.
