A recent Nielsen research highlights new socio-economic and behavioral patterns that are helping to redefine strategies and retail concept: basket reset, homebody reset, rationale reset and affordability reset. These parameters tell us that people are changing priorities and this evidence will necessarily have to lead retailers to rethink strategies and reshape the purchasing experience.
Online and offline environment merging is an evolutionary necessity for retail and benefits related to this integration have been widely processed during pandemic in many situation and use cases, such as: planning online the store visit, pre-order to arrange the in store pickup or to get a personalized service, and so on.
Online and offline integration allows also to pay attention to the importance of loyalty and bespoke experiences and people are appreciating brands that are addressing their focus in this direction.
1 to 1 marketing is no longer a prerogative of offline contexts but digital humanities and complex algorithm are enabling a deep knowledge of customer and a quite fluid interaction between customers and brands.
People have raised the bar of perception regarding the quality of experience and require to have the possibility to carry out part of the purchase process via mobile or through digital and touch-less tools.
As an effect of the pandemic typical digital ways of interactions have been brought into real life and we finally appreciated the value and usefulness of the technologies which previously had little adoption. The QR code has finally revealed its true value proving to be a perfect and immediate bridge between physical and digital that can facilitate the digitization of all those physical media that can be vectors of contagion (menus, tickets, brochures, guides, etc..)
QR code is also the first point of contact in Burger King’s new touchless concept store that will see its first openings in 2021 in Miami and Latin America.
The new concept was created to meet two important and necessary evolutionary objectives:
- React to customers' behavior changes with an adaptive approach
- Resize shops
Emerging innovative retail concepts
In the new Burger King touchless concept store, touch points and face to face interactions have been replaced with digital and touchless solutions. The new retail concept provides a deep integration between online and offline.
The shop, its spaces, have been entirely redesigned with functional and safe approach, the kitchens have been placed into the funnel according to a delivery logic perfectly connected with a food locker system that effectively closes the experience with automated orders delivery.
Burger King’s new concept store is 60% smaller than a standard Burger King and therefore allows a significant cost reduction at a time when the change in behavior and consumption is constantly evolving.
The new Burger King will also reduce massively the time spent by the public by improving the perception of safety and probably increasing the efficiency and speed of service deliver.
The retail innovation intersects with a great opportunity related to data economy.
Data mining becomes automated even in physical spaces and there is an appreciable adoption of automatic systems for the analysis of flows and customers' behavior.
The real-time generation of data is increasingly linked to the interaction between man and machine, but the crucial point of this interaction is always the experience offered.
The so-called digital humanities that provide visual and textual analysis and powerful research tools represent the most important evolutionary challenge for all those services that put the experience as their differentiating point.
Omnichannel scenario has brought an evolutionary momentum also in digital technologies that try to rival the real experience leading to very daring experiments ranging from the use of "avatars" to hyper-real representations of 3D spaces within which it is possible to move room after room as in reality or as in a Minecraft style game.
For example, Diesel has launched its Hyperoom, a virtual space where vendors and buyers are welcomed and the brand offer an immersive experience that allows them to explore and visualize products in every detail.
At the moment it is a project reserved for the community of operators but could also be extended to customers as a new e-commerce platform.
This is certainly a courageous approach consistent with the commitment declared by the OTB, the group headed by the Diesel brand that in its manifesto focuses on the will to innovate, change people behavior, stimulate creativity contribute to social development and support a sustainable economy.
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