We spoke to three experts at Maison&Objet about how retailers can remain relevant in this changing landscape, without spending a fortune.
1 Communication on a low budget—there are easy-to-activate and low-cost tools which will help get your name out there and be recognised. One of these tools is your email signature. Add a message at the bottom of the email and make sure you change it monthly; otherwise it loses its impact. This message could be about a sale coming up, an in-store event, etc. The promotion is targeted but not intrusive. Another option is for stores to cooperate together, for example buy a half page ad together instead of one of those tiny business card sized ones. This will increase visibility. Pascal Chauvin, Xyloon
2 The consumer experience, a retail challenge—the retail industry is moving extremely fast and while the bigger stores used to ‘swallow’ the smaller ones, in the coming years the ‘fast will eat the slow’. Permanent renewal is now the rule of the game to deal with more and more demanding consumers, specifically the digital native generation. Today product development and talent are not enough to be successful, storytelling and the store experience—i.e. staging of the products—are as important as the product itself. Thibault Ponroy, Cent Degres
3 Improving retail through augmented reality—augmented reality is transforming the client, buying, and point of sale experience through live demonstrations and concrete use cases. As a store owner, augmented reality allows your customers to try your products in their homes from your online shop before buying. Consumers have already adapted the new technologies available today, retailers need to do the same or they will be left behind. Jean-Francois Chianetta, Augment
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