The new, conscious consumer and market strategies, the post-pandemic shopping experience and the need for personalisation:
these are the words of the experts at the Expo Riva Schuh live talk
THE NEW DIGITAL SHOWROOM FROM EXPO RIVA SCHUH DEBUTS IN AN OMNI-CHANNEL PERSPECTIVE
On 18th & 19th February on the Swapcard platform
The sharing of values, personalisation, the creation of positive experiences: these are the key drivers that retailers and brands will need to adopt to engage the new consumers of the post-pandemic era. More conscious and responsible than before and dedicated
supporters of slow shopping, seeing the community they belong to as vital. Yet, at the same time, dependent on digital technology which offers them an independent shopping experience as they look towards a future which, despite everything, they
see as positive.
This constantly moving and complex scenario was analysed during the Expo Riva Schuh live talk about “The Future Shopper”, led by Enrico Cietta, CEO of Diomedea, Eugenia Maria Errobidarte, Senior Consultant at WSGN, Karin Zaghi, Associate
Professor of Practice of Channel and Retail and Emanuela Prandelli, Director of the Fashion, Design & Experience Management Master at SDA Bocconi. What emerged has all the features of a challenge to which the market players will need to
respond in an increasingly authoritative manner, and, above all, aiming for values that don’t stop at mere storytelling, but that have strong connotations and translate into actions destined for success. A proactive attitude is called for, which,
alongside product sustainability, goes hand in hand with social responsibility, respect for people and communities, decisive choices and a concrete commitment - the yardstick of Generation Z, to which the shopper of the future belongs.
In the course of the debate and again, in terms of responsible consumption, the important role of secondhand reared its head, a market which is expected to hold its ground and, by 2030, account for 15% of consumption. This will provide brands with
a chance to penetrate the primary market. And that’s not all. The success of retail in intercepting the consumers of the future, according to what has emerged, must be based on the customisation of products and services, to offer a shopping
experience as exclusive as possible. With the aid of digital technology, it will be necessary to engage with the consumer in a totally targeted dialogue, offering an experience that is full of emotive values, aimed at loyalty building and the
emotive value of the purchase.
The pandemic has also brought to the forefront changes in consumer habits, destined to remain unchanged in time, in which the range of digital technologies, capable of offering both performance and safety, together with hygiene rules and safe solutions,
will increasingly make the difference in physical stores. In order to stay competitive, shops will not only need to be duly integrated with the online channel, but will have to arouse a positive attitude in the consumer, moving from entertainment
solutions such as dreamscapes to more targeted personal relationships directly at the point of sale.
Indeed, the Expo Riva Schuh & Gardabags Showroom, has been created from an omni-channel perspective. On 18th & 19th February, thanks to the Swapcard platform, all the footwear and leather
goods from the January edition of the event will be visible, presented by four industry experts. This innovative, revolutionary projects places next season’s product centre stage with two days of online presentations and webinars that will allow
buyers to discover the latest products presented at the fair and also to get to know the new variations. Entry into the Expo Riva Schuh & Gardabags Showroom is really easy. Once they have identified the right products for their clients,
buyers will be able to examine the rest of the collections – right there on the Swapcard platform where the streaming will take place, in the Shoecase section. There, they can also contact suppliers, receive further details
and place their orders.
The route is simple and immediate, led by a group of industry experts, including Sergio Belloni (designer & trend researcher), Milena Buttarello (product manager), Alice Masiero (buyer & collection merchandiser) and Maurizio Oliviero (product sourcing). These experts will talk about the products highlighting style ideas, manufacturing merits, target markets, prices and attention to sustainability,
positioning each presentation within the current market context and taking into consideration today’s key trends.
This initiative forms part of the broadest strategy ever undertaken by Expo Riva Schuh & Gardabags, aimed at integrating the physical trade fair approach with fast, concrete tools that can – not only now, but in the future too – support the sector
in their main needs: to gain information; evaluate collections; maintain contact with suppliers and complete their orders.