Ac­cord­ing to Bain & Com­pany, phys­i­cal stores will still ac­count for 75% of pur­chases over the next decade.

WatchTime - - Trends Retail -

col­lec­tions in the world. In short, it is ex­cep­tional ser­vice, master crafts­men and women and a vast ex­pe­ri­ence that set us apart in the long run. Ul­ti­mately, these val­ues have been lead­ing to ex­cep­tion­ally high cus­tomer loy­alty and con­tinue to add re­mark­able value to our com­pany.”

New For­mats Pop Up

An­other ad­van­tage of re­tail is its abil­ity to rein­vent and come up with new phys­i­cal ideas. Watch brand Seven­fri­day, for ex­am­ple, has re­cently been ex­plor­ing dif­fer­ent con­cepts of col­lab­o­ra­tions for its pop- up stores in Jakarta, Hong Kong, Zurich and Sin­ga­pore. In Zurich, it turned out to be a mix be­tween a bar, life­style shop and venue for con­certs. In March 2018, Oris opened a pop-up store on May­fair’s fash­ion­able South Molton Street, rep­re­sent­ing the brand’s tem­po­rary “new stand-alone con­cept” in Lon­don. Even more tem­po­rary is the “vin­tage Airstream trailer pop-up ex­pe­ri­ence,” which just hit the road in early Au­gust. “The Airstream will al­low us to have a unique pres­ence at a va­ri­ety of dif­fer­ent life­style and com­mu­nity-based events con­sis­tent with our brand val­ues,” said VJ Geronimo, CEO North Amer­ica for Oris. He hopes that the trailer will be­come a new touch­point for cus­tomers to step into the Oris brand and its watch­mak­ing her­itage. Among the high­lights will be a bar and seat­ing area and an “open con­cept watch dis­play that will al­low con­sumers to eas­ily try on dif­fer­ent watches at their leisure.”

In other words, the brand man­aged to get face-to-face with new tar­get au­di­ences, cre­ated an un­ex­pected ex­pe­ri­ence, and has avoided high rental costs in pedes­trian ar­eas sim­ply by go­ing with a less ex­pen­sive op­tion – which ba­si­cally is the same ap­proach of an e-com­merce web­site.

It also seems his­tory is com­ing full cir­cle: On Aug. 15, 1925, Swiss en­tre­pre­neur Got­tlieb Dut­tweiler bought five Ford Model T trucks with ap­prox­i­mately $100,000, which en­abled him to sell heav­ily dis­counted cof­fee, rice, sugar, pasta, co­conut fat and soap by di­rectly driv­ing to con­sumers. These “rolling shops” laid the cor­ner stone for what later be­came Switzer­land’s largest re­tailer and also one of the 500 largest com­pa­nies in the world: Mi­gros. —

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