Meisha Perrin, meishaperrin@
retailenvironments.org, 954-241-4809, is
editorial assistant. She covers Above & Beyond
finalists, member news, and other topics.
retailers with physical spaces would still
sell 75% of all goods. The store, therefore, is here to stay.
But what will it look like in 2030?
Quix and his team approached schools
to find shoppers of the future. “We
asked for a two-pager from their stu-
dents on the future of shopping,” he
explains. “Six hundred youngsters aged
12 to 27 gave us their future of retailing
write-up the old school way—on paper.
From these more than 1,400 pages, we
took our lessons and insights.”
The major takeaway spelled good
news for the industry: Although they
are fully active online, 69% of the
young consumers prefer to shop offline.
The Q&A team combined this insight
with other research to develop a new
customer journey model. Consisting
of three phases—searching, shopping,
and sharing—the new model is the
basis of the store of the future.
“The more we got into the research,
the more it really grabbed us. The
insights were simply too big to just let
them end in yet another report on the
future of retail,” Quix says. “At a certain point, our team agreed that we
really had to do this. We decided to
start the store of the future.”
From results to reality
The idea was to create a shopping envi-
ronment in real life selling actual prod-
ucts and services to the public. POPAI
Benelux and Q&A partnered to develop
a store format, layout, segmentation,
interior and exterior, visual merchan-
dising, and other elements to make the
store a reality. In a new shopping mall
in The Hague, the Netherlands, the
team created an open platform as an
innovation lab for retailers and brands.
The Store of the Future opened June
23, 2015, allowing more than 20 technologies and systems to be tested. Some
are an instant success, others an instant
bust, but most will have to be adjusted
Every three months the environment in the store will be changed out
with new shop-in-shops, and more than
15 concepts are in queue. The store is
slated to stay open until Aug. 1, 2016,
but that probably won’t be the end of
it. After receiving multiple worldwide
requests for the concept, Quix and his
team plan to create a license for the
Store of the Future. They hope to leverage the open-platform philosophy and
share findings, results, and tested innovations with the global retail and branding community.
“Just imagine that an innovation
we tested for three months can travel
to another city in another country, and
we can get the takeaways from these
tests,” he says. “Maybe what works
in the Netherlands doesn’t in another
country and vice versa.”
The team also is considering smaller-
scale versions of the Store of the Future
for trade shows and popup spaces.
“Currently, we are working with
more than 60 partners from technology,
design, displays, real estate, government, associations, banks, and financial
institutions. This rich blend of all types
of companies creates the great innovative lab and open platform,” Quix says.
What has Quix learned from stepping
into the future? That it is good to fail as
long as you learn from it. “Dare to fail
would be my new motto for innovation,”
The yield, however, is definitely the
lab concept. “With our colleagues in lab
jackets, we make the statement to our
customers and visitors that we are simply trying and testing new concepts—
and that they can fail. We ask for
feedback all the time,” he adds. “Most
importantly, the research goes on.”
we tested for three
months can travel
to another city
[for testing in
A collection of shop-in-shops, the store will change every three months as the shops within it are switched for new ones.