Cater to online & offline to be successful: Silvio Kirchmair

Silvio Kirchmair, CEO, umdasch – The Store Makers spoke on the topic "The Store Makers Retail Fixture Trends 2019" on Day 2 of In-Store Asia 2019. In his talk, Kirchmair highlighted that successful brick and mortar should cater to both online and offline world. “The retailer should create unique shopping experiences and generate interest using emotions, sensuality and technology,” he said.

Kirchmair emphasized that retailers should utilise customers data to provide personalised offers to the customers. “Data is the gold of the future and algorithms are the basis for specific offers.”

Listing out the strategies for the retailers to generate more business, he explained, “First, brick and mortar retailers have to surprise and offer something new to the customer. Secondly, retailers should curate a range of goods for the customer. Third is the creation of ‘third place’ (first place is home; second place is the workplace) where customers would like to stay and utilise time. Fourth is that the retailers should decelerate their customers and the fifth option is that the retailers should offer additional functions/services and offer personalised experience and services.”