To answer this question, Jorge Mas first prefers to address what it means to create value. And his opinion is clear. It means exceeding the visitor’s expectations, generating surprises, and offering a worthwhile experience. And how can this be achieved? For the expert, this is possible through three elements: an excellent in-store display, good customer service, and a click-and-collect service to link online and offline commerce. He also adds a second strategy aimed at involving consumers in activities, workshops, and other actions based on “fun” and “learning” so that the public can live a “unique brand experience.”<\/p>\n

In this line, the founder of CrearMas gives the example of Eataly. This food store has incorporated tasting rooms with the intention that shopping becomes a “fun” and “suggestive” experience. In fact, “some of its products are made in the same establishment, such as ricotta, fresh pasta or mozzarella, allowing you to see how they are made through a glass.”<\/p>\n

For his part, the role of the human team continues to play a fundamental role in the physical store and, according to Mas, “a good salesperson knows how to communicate the brand’s values coherently and is able to perceive the needs of the people who visit them in order to advise them better.” For this reason, retail today needs well-trained workers capable of “surprising” and “guiding the customer according to their needs.”[\/vc_column_text][\/vc_column][\/vc_row]<\/p>\n","protected":false},"excerpt":{"rendered":"

What is the future of physical stores? Los \u2018FlagShip\u2019, \u2018Corner\u2019 o \u2018Shop in Shops\u2019 son algunos de los formatos a disposici\u00f3n…<\/p>\n","protected":false},"author":3,"featured_media":4664,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[139],"tags":[80],"class_list":["post-4666","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-trends","tag-retail-en"],"acf":[],"yoast_head":"\n