Store of the Future is a term that has circulated in the ideal scene for years. Whenever I see an interpretation of this – it’s a mix of plastic and metal powered by the light fixtures of the Hollywood image of the future. A sort of “Retailing 2002, Space Odyssey.” But as people are not buying.
The future is here and now and things are done the same way, in the futile hope that consumers will revert to their old buying patterns – predictable and profitable. When I am asked to design a store, the customer tells me the variety of products, the square meters, the budget, and the store concept. I’m asked to find the floor plan, fix the store, choose all the surface colors, and give them visual merchandising and display ideas. When all is said and done – there is another box with beautiful things inside and waiting for people to notice and come in to buy.
Mike Wittenstein, an Atlanta-based strategist with a clear way of looking at things, has some very different ideas about what the Store of the Future is and how to strategically build it to create more value for customers and shareholders. Its focus is unique, practical and today.
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