In the dynamic world of retail, where digital transformation and evolving consumer expectations continue to redefine the landscape, the balance between online and offline channels remains a hot topic. To gain deeper insights into these challenges and opportunities, we had the privilege of speaking with Thomas Bove, Marketing Communications Manager Retail Europe at PUMA.
Thomas shared his expert perspective on the enduring relevance of physical stores, the evolving role of technology, and the key ingredients that make a store successful in today’s competitive market. From omnichannel strategies to the importance of sustainability and innovation, his vision sheds light on how brands like PUMA are shaping the future of retail.
Read on to discover his thoughts on whether offline retail will disappear, the strengths and weaknesses of physical stores compared to online, and what it takes to thrive in a fast-changing environment.
Interview – The future of retail lies in omnichannel
Will offline disappear?
I am confident that offline retail is not disappearing; it is evolving. The post COVID recovery has highlighted the enduring value of physical stores as spaces for sensory experiences, human interaction, and instant gratification elements that online retail struggles to replicate. At PUMA, our stores remain essential for brand building, engaging customers, and fostering loyalty. In outlet environments, for instance, the appeal is further enhanced by a comprehensive service offering, including convenient parking, diverse dining options, and leisure activities, transforming shopping into a full fledged entertainment experience. This is, of course, complemented by attractive pricing, which makes our products even more compelling. I firmly believe the future of retail lies in seamless omnichannel strategies where offline and online channels work together, providing both convenience and an enriched, immersive experience for customers.
A well trained, motivated staff who embody the brand’s values can make all the difference
What are its defects and virtues in front of online retail?
When comparing offline and online retail, both have distinct strengths and weaknesses.
As we have said, offline retail excels in providing tangible experiences. Customers can see, touch, and try products before making a purchase. It also offers instant gratification, as there’s no waiting for delivery, and allows for personalized interactions, with staff providing direct human connection and tailored service. Additionally, physical stores create immersive environments where customers can fully engage with the brand’s identity. However, offline retail also comes with challenges. Accessibility is limited by geography and operating hours, making it less convenient than online shopping. The operational costs of running a physical store are significantly higher. Furthermore, stores are constrained by their physical space, which limits inventory compared to the vast selection available online. These constraints can sometimes lead to logistical issues in fulfilling customer needs.
The future of retail is all about blending the physical and digital worlds into one great experience
What is the biggest problem or weakness that retail has to face?
The biggest challenge for retail is keeping pace with the fast evolving expectations of a digital driven world. Consumers demand seamless omnichannel experiences, sustainability, and personalized service. Physical stores must be highly flexible to adapt quickly, as failing to meet these high standards risks losing customer loyalty.
What is the role of technology in retail?
In general, technology should enhance retail by improving efficiency, personalizing experiences, and creating engagement. In our daily business, data helps us to better understand customers. In the future, we will see more tools like cashierless checkouts and AR fitting rooms streamline shopping. Mobile payments are redefining convenience and customer interaction. To stay modern, our stores now use digital receipts, reducing paper waste and embracing innovation.
Technology will play a key role in making these experiences more personalized
What does it take for a store to work?
A successful store is built on a few key pillars. The first ones that come to my mind are: store team, location, customer experience, and accessibility. At PUMA, we strongly believe in people. They are at the heart of everything we do and undoubtedly represent the most important part of the “magic recipe” for a successful store. Everything else, while essential, serves as a supporting process. What truly sets a store apart is its team. A well trained, motivated staff who embody the brand’s values can make all the difference.
How do you see the future of retail?
The future of retail is all about blending the physical and digital worlds into one great experience. Stores are evolving into hybrid spaces where customers can explore products like in a showroom, pick up orders efficiently, and connect with the brand on a deeper level. Technology will play a key role in making these experiences more personalized, while sustainability will become a fundamental part of how retailers operate. Last but not least, the brands that succeed will be those that prioritize innovation and keep their customers at the center of everything they do.
