The new commerce, beyond classic retail


The new commerce, beyond classic retail
Talking about newness in a constantly evolving world is a difficult effort. Our models for retail are more and more multiple and hybrid. Starting from the large-scale retail trade we must already make a distinction between different formats: classic market, 24 hours, gourmet, like the Anglo-Saxon Waitrose, the “around the corner” model, small and with a specific selection, the super, the soft and the hard discount. 

The commercial space
The area of retail has expanded, mixing physical and virtual reality, in an experience that goes beyond the sale points, changing their original purpose of a space set for trade, where a money for goods transaction take place.

Today the point of sale is a space for:
- Relationship (with proximity format) 
- Brand experience (in a well-organized physical and virtual point of sale)
- A proof of what I have seen online (so called showrooming) 

These functions must be then crossed with people’s behavior, which is not linear anymore: the steps that once led to the discovery of a product to the actual sale (I see a product, I think about it, I see it again, the purchase desire grows and I go in a real shop) have become a zigzag path and answer to new logics. You will find following a few present and future paradigms.
The actual tendencies are tied to the ubiquity of technology. The impulsive purchase is not limited to a physical place where I am located, but is potentially everywhere if I’m using my smartphone and I’m surfing the web, because I’m reached by the items I have searched about and that are proposed to me again every time. A possibility that could have further developments in smart homes (as of now, one can only view which one are inside the wardrobe): for example on the bedroom mirror, thanks to a technology that will allow people to try on clothes by downloading the online catalogs of the selected brands that are of one’s interest.
Creative Hybrids
Retail space are more and more hybrid, to name a few: there are banks with living rooms, libraries and cafes; hair saloons with fashion showrooms, flower shops with restaurants, cat therapy bars. Many experiences for all tastes, an endless segmentation and mixing of our desire. Beyond the imaginable in favor of cross selling.
Technology and freedom

A quite enlightened brand that knows this well is one we have repositioned and for whom we have designed its first identity: Cortilia, which deliver to the Milanese community the best products of the surrounding farms, leaving people free to choose “on demand” when and how they prefefer.
More space to people’s ideas
At Starbucks baristas and customers can customize drinks and thus create real classic, “The Originals”, designed by the crowd instead of the brand. We could so taste a “Raspberry Moka” made by Marco (whether barista or customer, it is not relevant) in an endless variety of combinations, using Starbucks ingredients. This creative possibility generates a strong affection toward the brand, the place, and a strong feeling of familiarity, in addition to the customization of the coffee to go.
Overall, future trade will see the courage to face technological challenges for a simple but Millennial-proof retail (since they will be the key customers of the future), careful for the price, the innovation, the ethical and cultural aspects of the brand.