THE »NEW NORMAL«

But what does this mean for retail marketing and its all-encompassing touchpoint, the POS? How are customers’ perceptions changing? What impact will this crisis have on the customer journey in future? How will mechanisms and aesthetic change?

One of the biggest drivers of this development is security and the need to feel safe. The physical distancing which the authorities are urging us to observe and its effects on social interaction are presenting new spatial challenges for retail that should reflect altered customer needs.

The increased need for cleanliness in both the clinical and aesthetic sense can be achieved by means of reduced merchandise density and spacious premises. In this case, a good overview and clarity convey not only a sense of high value, but also the feeling of purity«. »State of the art« retail design will entail an overall look that is open and bright, combined with the corresponding materiality.

The need for security however also means that, in future, customers will require greater orientation and reliable processes so that they can shop efficiently. This in turn will have an impact on merchandise presentation and product communication. Guidance is a welcome tool in this regard.

Knowing one’s target groups inside out, across all segments, will become more important because maximum identification through precise inspiration generates maximum efficiency for a highly individualised customer. Experience and service with and within the community will become key factors in the purchase decision.

In future, the central question about the relevance of making a purchase will have to be answered better than ever before for many customers.