Surviving in the Market with the Courage to Transform and Innovate
11 Jan 2024
Shopping centers are becoming amusement parks! This bold thesis is explored by Nicole Srock.Stanley, Creative Director and Founder of the dan pearlman Group, in her lecture. She explains the importance of creating unforgettable experiences while also considering the crucial role of sustainability and authenticity in achieving future success in retail. Discover more about these current and exciting topics for the retail industry in the Conzoom Solutions Academy at the upcoming consumer goods trade fairs Ambiente, Christmasworld, and Creativeworld in Frankfurt.
“Whoever can bring leisure KPIs to retail will own the highstreet, because they are focused on the needs of our new currency – being time.”
Summary
When talking about “shopping versus buying” according to Nicole Srock.Stanley, we are currently experiencing a paradigm shift from local offerings to retail as a leisure industry, necessitating a new and more experience centered approach.For Srock.Stanley, a successful shopping experience involves unforgettable moments and social and sustainable encounters, making the future of retail about people, who love to buy unforgettable memories.Customer management that masters emotional storytelling and is guided by mechanisms similar to those employed in theme parks, increases the time spent in stores. A great example of this is Bikini Berlin, considered a pioneer in concept shopping malls. Furthermore, she emphasizes that entrepreneurs must consistently change their mindset – moving away from the outdated prioritization of “Profit, People, Planet”. In addition, they must absolutely understand the preferences and values of Gen Z consumers. Last but not least, she reveals why the currently uncertain times present a great opportunity for transformation in the retail industry. She is convinced: the time is ripe to make a change.
Insights
Paradigm shift from mere shopping to leisure offerings in retail.
Focus on enhancing experiences and customer engagement.
High value of emotional storytelling and memories for retail.
Expert biography
Nicole Srock.Stanley is an expert in the retail and leisure industry, founder of the dan pearlman Group, a group of strategic creative agencies based in Berlin, and CEO of dan pearlman Markenarchitektur GmbH. As a sought-after consultant, she supports retail brands, shopping center operators and companies, and speaks at conferences on the topic of “Retail of the Future”. She is also the founder of Climate Education GmbH and is involved in various committees and foundations.
