Retail Store Rebirth - The evolution of retail from place to purchase to experiential shopping. Focus on the changes in the retail strategies after the 2008 financial crisis toward omnichannel.

Abstract

The new coming era of ‘on demand’ marketing has led to the innovation of many tools that need to be considered dependent and in a functional synergy. The concepts of the cross-channel mobility and the omnichannelling are at the basis of the novel structure of current succeeding brands. But how did we get to this? Retail was forced to an evolutionary phase, involving the adaptation of this marketing aspect, in order to overcome the critical situation. The economic crisis was the reason, and at the same time the stimulus, for a research of new modalities and solutions for physical places where customers were making their purchases. The online shopping has changed the way consumers approach retail. The process of transition was a sort of collaboration and iteration among marketers and visitors in which there was a mutual exchange of information and feedback. The online competition was not the enemy, but the retail formula itself was not what consumers were looking for. Research and attempts where the main elements of an evolutionary process that led to the devise of the customer experience. The evolution of managerial and marketing ideas hides the reasons for the advancement of retail in the transition during the last ten years. Analyzing design proposals and errors will sketch out the path pursued by professionals and firms, ending up in the omnichannel and a new concept of retail store. Deepening the examination with case studies of firms and their matter of change in the sectors of fashion and luxury following the evolution in the medium term. It will be the bases for the arrival of novel disciplines and solutions with the actual effectiveness of experiential marketing as outcome of subjects as retail design, visual merchandising and retail marketing.