One of the elements that have been marking the agenda in recent years has been the retail crisis. Large shopping centers have started to go through such a difficult situation, especially in countries like the United States, that people are already beginning to talk about the “retail apocalypse”.
Generational changes are having an impact on how it is consumed and also what is expected of stores. After years of looking for mammoth spaces for consumption, located on the outskirts of cities and for which you had to take a car to get there, the new consumer trends show, however, that it is preferred to be able to go to shopping in the center of cities telephone list usa or that the excursion to get a product that was the essence of the past is no longer interesting. Because it is not interesting, not even the purchase of the month or of the week does so, which was one of the constants of recent times. Now you buy in a different way and other types of products are preferred.
All this has made retail have to do an examination of conscience to try to find out what impacts the market and what they must do to reach consumers in these new times. They have to understand what are the trends that will set the agenda and what they must do to achieve a much better connection with consumers.
From the outset, technology will be increasingly present. The future trends for retail that CB Insights has revealed in an analysis demonstrate this. Retail companies will use personalization, blockchain, autonomous vehicles or data to be much more efficient when it comes to reaching consumers. However, technology will not be the only key element that will set the agenda, but will be part of a much more complex reality in which what stores are like and how they sell will also change.
After years of worshiping the large suburban shopping center, which was the same as all the large suburban shopping centers, now the industry is going to have to position itself in a very different way, focusing on new experiences in stores that will reach the audience. drawing on other strengths.
The stores will no longer be all the same, as cut by the same pattern, and the shopping experience will be linked to much more specific spaces. The time has come for shops that offer an experience but also for much smaller spaces.
Experiences as an element of attraction
One of the first issues that will impact and that will be pathways for change is adding an experience. “Stores are rapidly becoming destinations for more than just shopping, as they offer new types of experiences and activities,” they explain in the analysis.
In a way, it is one of the elements that shopping centers in southern Europe had already added as one of the key issues of their identity, being able to go shopping and then go to the movies or to dinner. The shopping center usually has its leisure area.
This is the lesson that malls in more places are learning and also one that is having a more global impact. Because it is no longer just about putting up a cinema, but about completely modifying what the shopping center is like and how it is presented to the consumer. For example, an emerging trend is to position coworking spaces in shopping centers. Another is to fill them with gyms and health and wellness spaces. The mall is focused on the experience and not the transactions, as they explain in the analysis.
Smaller, more central stores
The other big change that is redefining what the stores of the future will be like is the change of formats. Small format stores are becoming more common and are more present in more and more varied sectors. As explained in the analysis, more and more large telephone list usa retailers are choosing to abandon their gigantic suburban stores to create smaller spaces but located in much more central locations.
Smaller stores have economic advantages (they need fewer staff and cost less in real estate terms), but at the same time they position themselves much better in relation to the tastes and interests of contemporary consumers, who want stores to be much closer to them .
The big chains have already started to make this move. Ikea, for example, is now betting on positioning itself in the center of cities with smaller spaces. As an analyst explained a few months ago, the Ikea store model (which is based on the fact that the consumer is willing to drive up to 50 kilometers to get cheaper furniture) has stopped working with young consumers. They like Ikea, but driving so much to buy they like less
But Ikea is just the tip of the iceberg. Leroy Merlin or Decathlon have also begun the conquest of cities and their centers and the great success stories of recent years in supermarkets, such as Mercadona, have achieved it using central locations.