Sure, the specter of online commerce still haunts us, but we have all the tools in hand and even advancing digitization on our side. It’s just a matter of visiting the markets with open eyes and minds and discovering their potential in order to offer the customer the best possible buying experience. Better than any surf trip in the endless expanses of the Internet.

Source: Statista
Excursus – The rocky road of the customer
Let’s first consider the customer who, in addition to his daily challenges between work and household, hardly finds time to relax, exercise or meditate in peace. A customer who pours the 5-minute terrine during the lunch break or prefers to wait until the evening to order something from the delivery service. This customer, an average citizen of a large city, either wants to satisfy his needs as quickly and uncomplicatedly as possible or leisurely stroll around a bit. In both cases, the consumer good does not matter in principle. Now he has the option of ordering all the things he needs online from his office chair or sofa, or he goes to the nearest shopping center or grocery store after work or on Saturdays. If he decides on the latter, the customer’s expectations in the here and now consist primarily of 3 components:
- The consumer goods are there and he can take them right away.
- The goods are offered clearly visible with all information about price and quantity and are in perfect condition.
- In the event of indecision on the spot, he receives first-class advice.

Photo Freepik
Making the customer king
Especially when quality is measured by service, the customer must become king again. When the streets of Berlin and Munich lose their right-hand lanes to the countless delivery services that transport entire furnishings and filled refrigerators into the hallowed halls of privacy, then the red carpet must be rolled out for this customer in stationary retail. He must come to a temple, a glamorous place where the true treasures are, which he can take away right away. A place where no questions remain unanswered, new scents and exotic goods are waiting to be discovered by him.
My Space – Creative staging of your own space
Storytelling and Experience

PoS Saturn store
Sources:
[1] “Come, I’ll tell you a story”, Jorge Bucay, Zurich 2005.