Large brands will continue to strengthen direct contact with consumers through their own retail formats or shop-in-shop concepts in city centres. The IKEA restaurant in a city centre location is one example. Successful Internet companies are becoming physically tangible with their own branding stores such as Mymuesli, Zalando or Westwing. As such, linking with digital media will become highly relevant. In the end, it’s all about consistently implementing all touch points, which many established retailers have not yet been able to do. Here the battle decides who can survive in the future or who will disappear from the market.
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