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will be part of the success – visitors are to feel completely comfortable at any time. In ters that can be locally and jointly used and promotes networking: The need for social
addition to individual, professional consulting, the individual stores are to not only offer interaction can here be satisfied. The architecture is no longer characterized by single-
the chance to try out products but they will also leave room for later purchase decisions brand cells with as high a product density as possible but offers open rooms and zones
that can also be made online. If the decision is made on site, one will not have to carry designed according to themes and oriented on the quality of stay and experiencing.
the goods home but they can be collected in the Care and Store area, sent home or, once Instead of just letting an empty space which each time has to be expensively furnished
one has left the store, be delivered to the car (which, of course, has been cleaned and by the renters, the centre offers modular furnishing concepts which can noticeably
charged in the meantime …). When the stores are closed, interactive windows will lower the hurdles. Due to greater flexibility, new concepts become possible and profi-
arouse interest and precise and personalized information on the products in the store tability as well as sustainability are equally promoted. For shopping centres, a new,
will be presented. “Phygital shopping” thus not only offers countless conveniences but innovative phase starts which is not only characterized by good service, consistency
accompanies the customers all the way: from Pre-Shopping to the After Sales Service. and comfort as well as a high entertainment- and experience factor but also represents
This results in higher investments in the shopping experience, more satisfaction as well a (re-)vitalization and almost a return to the original roots. Like this, they more than
as brand loyalty and insights into the consumer behaviour. In future, this will assist in fulfil the wishes of modern consumers.
even better understanding the clientele as well as in designing a store experience which
makes it worthwhile to go to the physical trade and which can furthermore be regularly Blue Dot Consumers – it is about authenticity
adapted to the ever-changing wishes.
Ken Hughes, the worldwide leading expert for consumer behaviour and futurologist re-
Lifestyle Hub and Community Space searcher in the retail sector, describes them as “Blue Dot Consumers”: “Once we under-
stand the values of the new consumers, we can avoid our dwindling significance. The
The focal point is the need of the consumers. The key to a successful shopping centre issue regarding Blue Dot Consumers is to put the customers in the focus of the company,
will therefore here as well be a rethink – from a venue driven by investors to a usage- of the Customer Journey and of the brand experience. It is about authenticity: consu-
focussed centre: Depending on the location, it can thus definitely make sense to include mers appear to be only interested in brands that are ‘authentic’. We have to go beyond
doctors, integrate a hotel and (further-) education possibilities, coworking areas or hou- what they expect to really excite them. We have to concentrate on the human connec-
sing. Markets with regional food, restaurants, cafés and bars, fitness studios, recreatio- tion to touch their hearts and to establish a real bond.” It is now all the more important
nal facilities, cinemas, events as well as various services such as child care, workshops that all the disciplines involved in successfully designing a shopping centre (urban plan-
or seminars complement the programme and, in this way, turn the sustainable shop- ning, architecture, interior architecture, (user) experience design, behavioural studies,
ping centre not only into an experience but into a physical Community Space that is di- IT, …) get together to jointly design the future – and to work on turning the shopping ex-
gitally linked. The shopping centre thus becomes a real and inspiring venue for encoun- perience into an experience with shopping possibilities.

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