AMSTERDAM – This afternoon at 14:40, five industry leaders and stakeholders will share their thoughts on the shifting retail landscape and how physical stores can survive the digital era. Alon Baranowitz, founder of Baranowitz + Kronenberg; Liran Wizman, chairman and founder of Europe Hotels Private Collection; Matteo Bressanin, global retail channel manager at Nespresso; Tobias Koch, associate at Concrete Amsterdam; and Vlastimil Spelda, ideation and strategy director at Pernod Ricard, will engage in a panel discussion on What Retail Can Learn From Hospitality as part of the exciting two-day programme of talks, exhibitions and workshops at Frame Lab.
One of the latest business strategies in retail is a shift away from prioritizing product sales towards providing services that create a need or desire for the product in the customer. One example that comes to mind is the multi-level, multi-service Shiseido Ginza Store. Designed by Nendo’s head of design Oki Sato in collaboration with Keita Aono, the Shiseido store throws out the repetitive rows of product shelves to make space for customers to indulge in a little pampering. The store offers private beauty treatments, hair and makeup consultations, personal beauty makeovers and a café, all integrated into the brand space – adding more than a touch of hospitality to the retail aspect.
Another trend – or shall we say development – that the industry is picking up from the hospitality sector is the importance of being local. From products to service to interior design, retail brands are marketing themselves as just as much a location-specific attraction as the hip city café on the corner or the local favourite farm-to-table restaurant. Embracing the culture, heritage and vibe of the surrounding neighbourhood and city, stores can become destinations that are relevant and meaningful to their context, tapping into local communities to connect with their customers.