Retail: going for clicks or bricks? mw. dr.ir.ing. Ingrid Janssen

MBA-lecture, 28 november 2012

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Our future retail landscape

• Internet shopping

• The role of care usage

• The experience economy

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Increase of internet shopping

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The older population “love” internet shopping…

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Multi-channel shopping, example

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Multi-channel shopping, example

• Bijenkorf

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Car usage

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Car usage

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Another perspective…

• Boneasa Shopping City, Boekarest

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The experience economy

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Retail real estate; past...en future

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Retail real estate; past...en future

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Retail real estate; past...en future

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The experience economy

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Pine & Gilmore, 1999

Empirical study on consumer experience

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Consumer experience in inner cities…

Consumer research on location

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Research question:

“Which characteristics determine the experiential value

of inner city shop locations?

Sub questions:

- Difference between utilitarian and hedonic

consumers?

- Difference between younger and older consumers?

- Difference between historical and non-historical

locations?

Characteristics shopping centers

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Studie locaties

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4. Mosea Forum

Maastricht 3. Entre Deux

‘s-Hertogenbosch

4. Arena

3. Burg. Loeffplein

1. Hinthamerstraat

2. Kerkstraat

2. Stokstraat

1. Maastrichter Brugstraat

Stokstraat, Maastricht

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Mosae Forum, Maastricht

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Response

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Population

1,374 persons asked

918 participants (473 + 445)

Maastricht ‘s-Hertogenbosch

Utilitarian 20%

Hedonic 52%

Both 22%

Other 6%

Utilitarian 28%

Hedonic 45%

Both 21%

Other 6%

Results

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Accessibly: public transport stop within 100m

Supply:

- fashion and luxury shops: many

- daily products: present

- Restaurants/leisure: present

Outdoor/Indoor: outdoor

Environment:

- facades: historical

- shop windows: inconspicuous

- advertisement signs: inconspicuous

Street width:

- less than 6.5 meters

- if not, building height should be more than 3 storey's.

Music, greenery and furniture should be present.

Significant characteristics

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Favourite

Distance to parking

Distance to public transport stop

Fashion and luxury shops

Daily shops

Other shops

Restaurants/leisure outlets

Shape of facades

Material of facades

Material of pavements

Colour of facades

Amount of light

Background noise

Music

Greenery

Shop windows

Advertisement signs

Sphere

Distance to parking

Distance to public transport

Fashion and luxury shops

Restaurants/leisure outlets

Shape of facades

Material of facades

Material of pavements

Colour of facades

Amount of light

Background noise

Music

Greenery

Shop windows

Advertisement signs

Width of the street

Height of the buildings

Width to height ratio

Conclusion empirical study

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the most favorite location ≠ the best sphere location

Is experience the magic word?

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Conclusions: bricks or clicks?

• Multi channel is the strategy to survive

• Shop locations have to pay attention to consumer

experience

• Consumer experience is hardly tangible

• Do not neglect accessibility and easy shopping

• Shop locations: favorite meeting places

• Old concepts are becoming new concepts

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