Rikkers believes the future of retail centers is around a collection of different touchpoints. And with touchpoints before, during and after the purchase, retailers are facing a myriad of challenges. The process is made even more complex because it’s three dimensional.
“As a retailer, you have to consider how customers use different devices – mobile, desktop and in-store – and the kind of messages they communicate.”
So how should retailers respond? “You can simplify,” says Rikkers. “By which I mean better navigation and more information. But the other part is to make everything more experiential. To create inspiration or create background. Simplification on the one hand, enrichment on the other.”