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Think Tank: For Next Luxury Off-line Store, Its Back to the Future  WWD

Three things that senior executives do agree on are that: The next off-line store will be as much about learning, socializing and emotional stimulation as about selling. Online retailer Net-a-porter evolved from curating, inspiring, styling and advising to selling, but the next luxury store will follow the reverse path.[7] The physical store will be one of the many interlinked retail channels. In two to three years, smart mirrors, augmented reality, social media connectivity and interactive windows will be pervasive in luxury stores. But if everyone converges to the same physical store model, how can one differentiate? Before reinventing your physical store, fix five consumer pain points first Before even thinking about revolutionizing your physical store, you should focus on addressing the five chronic consumer pain points that have led your consumers to flock online in the first place. Why will solving these pain points help you differentiate? Because this take often entails breaking down silos, empowering employees, and finding innovative ways to attract, train and retain talent. These capabilities and resources are usually the most unevenly distributed. First contact: Outside the store, queues are frequent. Once inside, the first contact is an intimidating security guard. Staff often are aloof and not connected to the customers.

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