LS:N Global is a division of: The Future Laboratory

Peter Gold : Omni-channel enhances the physical store experience

13 : 11 : 2012 Omni-channel : Peter Gold : CBRE

London – Store portfolios are changing in line with multi-channel strategies, as retailers want to go big to accommodate new digital physical formats, says property consultant Peter Gold, EMEA head of cross-border retail at CBRE. At the World Retail Congress in September, Gold explored more details from his company’s recent report, The Role of Real Estate in the Multi-channel World.

Top five take-outs

1.Some 70% of bricks-and-mortar retailers want to be fully integrated with multi-channel strategies to fuel an increase in online sales from 5% of the total now to 10% within two years.

2.Two big retail strategies are experience and brand. Go larger with brand statement stores and be experiential and fun with retail theatre.

3.Almost a third (30%) of retailers want to expand property portfolios with dominant, proven cities, but secondary and tertiary markets are equally important. Retailers should experiment with different store formats in mature and emerging markets to appeal to a wide and diverse global customer base.

4.Asia is a critical development opportunity for retailers. Brands need to be flexible and choose partners carefully in China. Be sensitive about a willingness to adapt your offer on a local basis.

5.Consider Turkey as an exciting emerging market as the middle class grows quickly there. For more on how to tap into the new consumer bases emerging around the world, read our NEA toolkit.