Live Retail: an authentic and human commerce
Data brings an increasingly detailed knowledge of the consumer, new exploratory fields; data enables a tailored approach of him as an individual, at any time of the day. Facing a great deal of individuality, each consumer wants to be treated differently from the other, needs to feel unique. Hence, the knowledge of that consumer needs to be more and more accurate.
Therefore, consumer data collection cannot be controverted if brands use our habits and expectations to create value and profit, in a friendly and trustworthy environment. This brings us back to the basics: we address "real" people, in respect of their individuality in a win-win relationship.
Tools, speeches, orchestration, everything must be useful either to the product, the purchase itself or the brand experience. From shops that don’t sell, flagships to augmented reality (…), brands rethink retail to help the consumers, and try not to cross the fine line between the shared experience and the personal space invasion. Customers play the part: being influencers for products, business-setters in their own community, and also marketing content producers. In any case, they are or could be actors in all the steps of the consumption process.
The theme of Live Retail will be the main theme of the conference programme and will be discussed in its various aspects through Plenary conferences and Keynotes which will take place from Tuesday 19 to Thursday 21 September at Paris Retail Week.