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Think Tank: For Next Luxury Off-line Store, Its Back to the Future  WWD

Before reinventing your physical store, fix five consumer pain points first Before even thinking about revolutionizing your physical store, you should focus on addressing the five chronic consumer pain points that have led your consumers to flock online in the first place. Why will solving these pain points help you differentiate? Because this take often entails breaking down silos, empowering employees, and finding innovative ways to attract, train and retain talent. These capabilities and resources are usually the most unevenly distributed. First contact: Outside the store, queues are frequent. Once inside, the first contact is an intimidating security guard. Staff often are aloof and not connected to the customers. As luxury streetwear becomes increasingly mainstream, it can be hard for staff to differentiate between browsers and potential buyers, or to embody traditional luxury codes with a new generation that is used to different codes. Customers also expect to be greeted and served in culturally appropriate ways.

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