{"id":10078,"date":"2021-12-21T13:33:20","date_gmt":"2021-12-21T16:33:20","guid":{"rendered":"https:\/\/fashionlabelbrasil.com\/?p=7959"},"modified":"2021-12-21T13:33:20","modified_gmt":"2021-12-21T16:33:20","slug":"a-era-da-experiencia-o-que-os-consumidores-buscam-em-lojas-fisicas","status":"publish","type":"post","link":"https:\/\/abest.com.br\/en\/noticias\/abest\/a-era-da-experiencia-o-que-os-consumidores-buscam-em-lojas-fisicas\/","title":{"rendered":"THE AGE OF EXPERIENCE: what consumers look for in physical stores"},"content":{"rendered":"<\/p>\n\n\n\n
“With the acceleration of e-commerce, what will be the future of physical stores?\u201d Think with Google.<\/em><\/em><\/h5>\n\n\n\n
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In the article \u201cPhysical stores and the (re)connection of people and spaces\u201d, we talk about the role of the physical store as a fundamental element for increasing online sales. Studies carried out by some brands clearly show that omnichannel strategies should become part of the strategy and that there is a direct relationship between the increase in online sales in the same region as the physical store.<\/p>\n\n\n\n

\u201cPhysical stores will not disappear, but they will be transformed. In this context, the future of online stores is directly related to omnichannel (\u2026) Omnichannel retailers will take the lead. Being omnichannel is no longer a differentiator, it is essential\u201d, Think with Google<\/a>.<\/p><\/blockquote>\n\n\n\n

The key is having omnichannel or phygital<\/em> perspectives. Phygita<\/em>l is a new term that has been used to indicate the integration of physical and online experiences. The best medium takes the consumer\u2019s needs into account.<\/p>\n\n\n\n

Isabela Capeto + Melissa Exhibition and Experience<\/strong><\/p>\n\n\n\n

The Melissa<\/a> Gallery at Oscar Freire Street in S\u00e3o Paulo has a new installation that explores the collab between the brand and the stylist Isabela Capeto<\/a> and her daughter, Chica Capeto<\/a>.<\/p>\n\n\n\n

\u201cTo launch this collab, inspired by the PANCs, Studio Ving\u00fa proposes an installation\/garden overflowing with sinuous shapes and volumes, from the atrium to the interior of the Gallery. Flowers and zodiac signs float over the exhibition space, creating a floral and luminous atmosphere. A green lounge was also placed in the installation, creating an area to experiment the products. The goal is to bring an urban touch, showing that nature and colors always persevere, even in unpredictable scenarios\u201d, Fin\u00edssimo<\/a> platform.<\/p><\/blockquote>\n\n\n\n

The installation presents elements that were inspired by PANCs<\/a> (Non-Conventional Food Plants) and by Brazilian flora in general.<\/p>\n\n\n\n

\u201cSpecialists and research institutes point out that the trend for physical stores is now to change concepts and become a space for experiences, a showroom to attract customers. In fact, before the pandemic, Melissa<\/a> was already making investments to transform its physical stores into a provider of omnichannel experiences, connected to other mediums, including digital\u201d, F\u00edn\u00edssimo.<\/p><\/blockquote>\n\n\n\n

Reversal of paths: digital brands invest in physical retail<\/strong><\/p>\n\n\n\n

This is a recurring theme in current days. The content platform FFW<\/a> carried out research to understand how the market was behaving and interviewed brands that recently presented new addresses.<\/p>\n\n\n\n

A study made by the National Confederation of Commerce of Goods, Services and Tourism (CNC) revealed that 75.2 thousand stores had closed their doors in Brazil in 2020.<\/p>\n\n\n\n

Even though everything indicates the future of retail in e-commerce, the fashion market witnesses an opposite path: digital brands invested in opening new physical stores and flagships.<\/p>\n\n\n\n

Why to invest in a physical store in current times?<\/strong><\/p>\n\n\n\n