Efficiency and experiences, or retail excellence in 2025
The traditional customer journey is undergoing a major transformation. New players are disrupting the market, and our lives are inundated with too many products on the market. The differences between on-line and in-store retail are becoming blurry, with both worlds mutually benefiting. Ecommerce functionalities are influencing physical experiences while the digital landscape is integrating more immersive and engaging interactions.
To help brands find their place, NellyRodi experts have published “New Retail Horizons.” This brand new report analyzes and explains winning distribution strategies for brands, new opportunities to take advantage of and what tomorrow’s retail landscape will look like – all with inspiring examples.
The report will be presented for the second time on 3 December, but to satisfy your curiosity, here’s an exclusive preview of two of the major retail trends for 2025:
1. Elevation
It’s no longer the product, today it’s the overall brand universe that counts. Brands are opening experiential spaces that represent them and are engaging and entertaining, where they can invite their customers to get a taste (sometimes literally) of the brand identity.
Instead of presenting standardized spaces, many brands now choose to integrate cultural and artisanal elements in their boutiques, adapting the architecture, design and atmosphere to the countries where they’re located. By promoting local savoir-faire and being more authentic, brands are seeking to create deep, respectful connections with their customers.
Players like Louis Vuitton and Jacquemus are pushing the pop-up hospitality concept even further by opening shops in places dedicated to leisure, vacations or culture. Instead of waiting for customers to come to them, these brands are going directly to consumers with pop-up cafes, private beaches, spas and more. The retail and hospitality sectors are joining forces and getting great results.
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2. Simplification
Though some consumers want leisurely distractions, others prioritize efficiency. For them, the buying act should be, above all, fluid and efficient with clear guidelines; and this is especially true with today’s overabundance of offers. To meet these needs, brands are adapting and creating spaces that make the customer journey easier and are based on a high level of product expertise and a carefully curated selection.
Sephora uses hubs to organize products in a logical fashion and help clients navigate their own path according to their needs. Signage is clear, and the customer journey is intuitive.
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Customers are increasingly expert and looking for detailed advice and targeted products. Thanks to specialized expertise, brands like Aromazone have become leaders and really stand out from the competition. At Balzac Paris, complete looks are already coordinated and shown on hangers, a technique that makes clients happy and shopping easier.
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Concept stores are springing up everywhere, and with their very specific offers they can exactly satisfy the needs, expectations and tastes of their clientele. It’s customized service for each community. In his Words, Sounds, Colors & Shapes boutique, Ramdane Touhami showcases a meticulously curated selection of products combining the great outdoors with niche photography books, and it (justifiably) attracts all the creatives in the Marais neighborhood.
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Though live shopping broadcasts are still cautious in the Occident compared to Asia, some brands are building on the idea. For example, Zara set up a livestream with Cindy Crawford and Kaia Gerber in a carefully orchestrated and editorialized setting. Skillful live filming let an entire community engage with the brand and enjoy interactive shopping from home.
Efficient simplicity and entertaining experiences are not incompatible, but it’s a complete system that requires careful thought. Some brands have already begun their transition. Do you need help catching up?
You can attend our “New Retail Horizons” event (in French) on 3 December (click here to purchase tickets) or request a presentation of the report for your teams (contact Claudine Martin: cmartin@nellyrodi.com).
