Brick and Mortar store disruption

Facing the general decline of store attendance in Europe and in the USA, the physical store must redefine its role and reinvent itself. Digital does not replace the physical store: it forces it to mutate and transform itself to become an unavoidable destination in the shopping path. The physical store has lost its transactional exclusivity and it must gain its experiential leadership. Indeed, if the digital calls a rational, fast and efficient experience, the physical store today calls for an inspiring, emotional and sensory strong experience. It is about inventing or reinventing a new theater of experience for the consumer.