'On-line' To Converge With 'Off-line' At MAPIC 2013
13 - 15 November 2013 - Palais des Festivals, Cannes
PARIS, Sept. 24, 2013
PARIS, Sept. 24, 2013 /PRNewswire/ --Omni-channel retailing strategies will
be a highlight of MAPIC 2013, where technological innovation that is
encouraging retailers to reinvent themselves will be widely showcased and
One of the trends of the 19^th edition of MAPIC, the International Retail
Property Market, will be that more and more retailers, shopping centre
developers and cities are equipping themselves to rise to this challenge by
promoting their omni-channel strategies.
Organised by Reed MIDEM, MAPIC will be held in Cannes from 13 to 15 November.
"Multi-channel is now giving way to the new era of omni-channel. Industry
professionals have realised that they must not think in terms of separate
retailing channels. To remain competitive, they are now promoting synergies
between bricks and mortar outlets and e-commerce. This convergence of
'on-line' and 'off-line' is a powerful way to involve customers more fully
into the brand universe and offer them new consumer experiences. This trend
will be one of the key topics of the MAPIC Digital Summit this year," says
Nathalie Depetro, Director of MAPIC.
To promote this convergence of real and virtual, brands and shopping centres
now install interactive media directly in the structure and development of
their outlets. More and more touch screens, digital storefronts, QR codes and
digital animation and information points are appearing in retail venues. A
MAPIC regular for many years, the English developer Land Securities Properties
Limited is exemplary in this respect with its Trinity Leeds project
inaugurated in March 2013. Equipped with a panoply of touch screens and Wi-Fi
connections, this shopping centre simplifies the customer experience, focuses
on communication, and boosts its overall attractiveness: four million
customers have visited the centre since it opened.
Among initiatives that are driving omni-channel strategies, 'click and
collect' is one of the new consumption patterns that blend real with virtual,
whereby consumers identify a product's availability on the internet, order it,
and then pick it up later in a store. The Galeries Lafayette group (France),
which is attending MAPIC, exemplified this trend by launching its 'click &
collect' facility in its department stores in Lyon, Nice and Strasbourg. The
company has built on this success by changing the layout of its stores and
developing special areas with fitting rooms and sales corners.
Another growing phenomenon is 'showrooming' in shops and shopping centres.
This new consumer practice involves testing products in stores and comparing
their prices so that they can later buy online – a trend that could threaten
sales that are usually generated at the point of sale. Jean-Francois Gomez,
Senior Innovation & Business Development Manager, Digital Commerce & Marketing
at Microsoft (France), Guillaume Rio, Technology Trends Manager at L'Echangeur
by Laser (France) and Fabio Porreca, CEO at Svicom Sviluppo Commerciale
(Italy), will explain this new trend and highlight the options available for
retailers to take advantage of it during a MAPIC conference entitled
"Innovation into retail's world: facts and figures."
Although international brands and shopping centres are equipped to rise to
this challenge, shops in the city centre are more vulnerable. City
representatives, however, can be a powerful ally in helping their smaller
shops thrive in these digital times. Some cities such as Nantes (France), also
attending MAPIC, are proactively supporting their local retailers. In the case
of Nantes, a website Mavilleenrose.com has been launched with an online
magazine that tracks the latest trends and news about local retailers and
holds special sales for a selection of its local shops. Enabling shops to take
these digital tools fully on board will be discussed at the MAPIC Digital
Summit (by invitation), which will be held before the event opens on Tuesday,
The Summit will be organised as a series of roundtables bringing together
retail property professionals and digital industry experts to discuss the
challenges of an omni-channel world. Among the key guests at these debates
will be CapitaMalls Asia (China) Obi (Russian Federation), Klepierre Segece
(France) and Whilhelm & Co (Belgium). The speakers will include experts from
the consulting firms Invalio, Convergences, L'Echangeur by Laser, Hub
Institute, major industry players such as Clear Channel, CBRE and researchers
from the University of Carlo Cattaneo (Italy).
As Chris Igwe, Head of Retail, France & Senior Director, EMEA at CBRE,
explains: "Following a unique piece of retail research where 10000 consumers
across 10 European countries were surveyed 'How We Shop – Inside the Minds of
Consumers,' CBRE is carrying out a further study to better understand how this
fast paced digital world is being integrated, or not, into the strategy of
tenants and landlords. Key findings will be revealed at the Digital Summit."
Jean-Francois Gomez from Microsoft will close the event with an overview of
coming changes in retailing and consumption patterns.
Find out more about the MAPIC Digital Summit here.
To track industry news:
- click here to check out latest industry news via MAPIC's Scoopit account.
- click here for the MAPIC blog.
Founded in 1963, Reed MIDEM is a leading organiser of professional,
international tradeshows. Reed MIDEM events have established themselves as key
dates in professional diaries. The company hosts MIPTV, MIPDOC, MIPCOM, and
MIPJUNIOR for the television and digital content industries, MIDEM for music
professionals, MIPIM, MIPIM Asiaand MAPIC for the property and retail real
Reed MIDEM is a division of Reed Exhibitions, the world's leading events
organizerwith over 500 events in 39 countries. In 2011 Reed brought together
six million active event participants from around the world generating
billions of dollars in business. Today Reed events are held throughout the
Americas, Europe, the Middle East, Asia Pacific and Africa and organized by 33
fully staffed offices.Reed Exhibitions serves 44 industry sectors with trade
and consumer events and is part of the Reed Elsevier Group plc, a
world-leading publisher and information provider and a FTSE 100 company.
SOURCE Reed MIDEM
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