3 questions to … Guido Mamczur, D’art Design Gruppe
Retailers need to know their customers and each of them individually. This is the key to a good customer relationship. Guido Mamczur, Managing Director of the D'art Design Group, explains what this means for retail design in the near future.
How does Customer 3.0 change the retail landscape in your opinion?
Together with the entire old economy, the retail sector faces an enormous challenge: Customer 3.0. This new type of customer can no longer be defined by age, income or level of education. This new customer is self-confident, wants to be individually involved in the process and is not satisfied with ordinary solutions. No wonder the retail sector is feeling insecure. After all, how can this kind of erratic and demanding target audience be served? Aside from the technical challenges of multichannel & Co, businesses need to focus on the person and ask about his/her individual needs and wants – and what barriers customers face when making their purchase decision in everyday life. The key to a new quality customer relationship lies in this individual perspective.
What does this mean for retail design?
Whether it’s the showroom, flagship store, regular store, pop-up store or pick-up facility – brick-and-mortar retail is part of the customer journey and no longer just a simple point-of-sale but an emotional touchpoint instead. Our challenge as an agency for spatial communication is to create synchronicity and authenticity across all of these touchpoints. It is imperative to translate a multichannel strategy into one brand experience. Each contact point makes the brand image visible and needs to become a guiding light within the customer journey – and prove its value as a true world of experience. The growing virtualization of our world bestows the increasingly rarer real, spatial encounters a stronger emotional significance.
As you have so aptly stated, the EuroShop is also a guiding light for the retail sector: how do you perceive the world’s leading retail fair as an agency for spatial communication and how do you evaluate its repositioning?
We perceive the restructuring of EuroShop as very positive. It marked a welcome opportunity for us to review our position within the new trade fair concept. As a creative agency, we see this type of change as the perfect chance to reflect upon the existing setting and to discover new exciting possibilities – after all, the core of our work is rooted in change. Fortunately, this sense of departure is also clearly evident in the retail sector. That’s why we are happy that EuroShop is now also in a process of change and look forward to presenting in a new context in Hall 12.