MIPIM UK: Retailers and developers will have to embrace the digital world in order to make shopping experiences more convenient, delegates heard at the MIPIM UK panel ‘Connecting with customers: mastering digital and technological innovations’.
But Mark Bourgeois, executive director, Capital & Regional, said retail spaces should be “complemented” by digital innovations, not dominated by them.
“We have evolved over millions of years to see and feel. What is happening is that we are being immersed in a digital overload, and it must not suppress our senses,” said Bourgeois.
He added: “Property has a real role to play to ensure that we can have these experiences, but there is a reality check needed.”
The increase of click-and-collect schemes and shopping centre WiFi technology aim to make the experience more convenient, which according to Bourgeois should be at the forefront of any digital scheme.
“We want to connect to our customers, but the emotional connection is the most important,” he said.
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