Imran Amed introduces his fellow panelists Chris Kyvetos, Ulric Jerome and Paula Reed to talk about the influences of mobile and e-commerce on retail stores.
Chris Kyvetos explains the concept of Sneakerboy. Their physical store has samples to try things on, while the items can just be ordered online. It's very cost-effective because real estate is pretty expensive and it doesn't take away the social experience and tangibility people are used to in their shopping habits.
Ulric Jerome explains the onmichannel strategy of Matches. All sales assistance are provided with an iPad on which they can show customers all items that are available by ordering, while they do not store everything. They mix up physical and tangible elements like their magazine with online availability and delivery services. Additionally, still having a physical store is also key to have access to certain brands in the luxury market.
Paula Reed thinks ultimately it is about connecting to the user in a most personal way as possible. Technology alone doesn't do the trick, Reed thinks. She recommends events, finding a personal tone of voice and having your own point of view.
The panelists agree on the huge potential and increasing importance of mobile. Retailers already start developing their stores mobile first.