Physical locations, whether a pop-up store, showroom, or full-fledged flagship, are starting to gain importance again. Especially as marketing and service channels. Modern locations are digital, intelligent, and unique. They offer value to the customer through a skilful combination of staff and technology, that each channel could not reach by itself. Zara gets it, and demonstrated that they do, by opening their first ever temporary pop-up shop in London.
What do stores offer their customers? What are, currently, the biggest challenges being faced and what solutions are already being implemented?