Retail is one of the most attractive and dynamic activities in the world. Its constant need to rethink and reinvent itself found new motivations with the appearance of the internet. Since then we are leading the rebirth of shopping centers.
Internet did not generate that they shopping centers close. What it did was to note that many centers had forgotten the importance of emotionally connecting with their customers and therefore their value proposition was simply selling, without nothing else. What happened, then, was that consumers got bored of unattractive shopping centers.
Many believed that the internet would make the physical space disappear, but they were wrong. What has happened since the irruption of the internet is that the physical space has regained its magic. Good successful shopping centers are an unmistakable part of the lives of people in this digital age.
Surprise the customer, make the visitor fall in love, seduce people, attend them in an extraordinary way has become important again.
The 21st century customer does not want to buy products but wants to have experiences.
All our world is perceived through the senses, the emotions. The shared emotion is a memory that remains. Shopping centers have a lot of information, but in many cases little knowledge of their audiences. People are not data, they are emotion.
Today brands are alive, are part of our daily life. Brands need us almost as much as we need them to them. Therefore, the most successful products and services will be those that have meaning and experiential richness for the lifestyle of the consumer.
Most successful shopping centers generate emotions, and customers feed them back. The client brand relationship develops in the form of an anthropological, psychological, neurological and sociological mosaic where connection, in all senses, prevails. Never underestimate the consumer’s emotional bond with their products, however cold and rational they may seem. The big brands build their success based on small great details. Currently, thanks to the addition of new technologies with physical space and a differentiating vision make the customer’s personalization monetizable. Applying a mix between own technology, different product and personalized shopping experience thought and designed for each client.
Positive emotion grows when shared.
Creating more positive experiences, and maximizing them can forge lasting relationships; allowing them to reach those emotions. There are many researches in various disciplines that show that human beings are not as logical as we would like to think. Shopping centers see their customers as rational decision-makers, but that is only because they are not even aware of how emotion drives their behavior.
The great value of the emotional benefits is that they provoke a feeling of depth and satisfaction due to the brand-consumer relationship in close identification.
Emotionality is the new realism of business.
Results show that emotion is often the main factor that influences consumer loyalty. Emotion is often the most powerful force that makes customers stay, multiply and be our evangelizers. Emotion is the most powerful force so that the client not only knows that brand but above all feels it. The emotional impact is not enough. It must be positive. For them, the brand must assume that the construction of the experience is born of a defined strategy, a clear positioning, aligning all the people who interact with the client, in the consistency of itself in all the channels and in generating inimitable proposals.
It’s the people who make the difference.
What is happening is that innovative shopping centers are becoming more popular, and non-innovative ones are becoming less attractive. The division between bad shopping centers and large shopping centers is expanding. Innovative shopping centers are learning some things from e-commerce companies and adopting new strategies based on data, personalization, applications, services and memorable positive experiences.
In the life of the consumer everything passes, the experiences remain.
Not all shopping centers are failing, of course, and those that are thriving tend to share certain characteristics. They have understood that in the digital age there is a greater need to connect with the emotions of customers. And that the relationship between brands and people has evolved; If a brand wants to be important to people, people must be important to the brand.
Investing in the brand to communicate it with success is the best way to ensure a distinctive position, an emotional bond with your consumers and a great strength in your personality.
Customers integrate the physical and digital worlds perfectly and want shopping centers to do the same. Brand that come to mind get a behavior. Those that reach the heart, get a commitment. The main challenge of a Shopping Center is to reach the heart of the visitor.
The tangible benefits are easily copied and transient. The emotional endure.
Digital technologies are transforming companies and physical spaces and, contrary to what many believed, the physical space will not only disappear without its role becoming more and more protagonist. The great moment has arrived to assume that people do not only want to buy products, they also want to consume experiences. They want to be part of the stories.