The world of retail is changing .The hybridization of the outlets covers both marketed products and the physicality of the store, mixing up the industries and the targets. It’s not just a surface phenomena.

Have a look to the delivery war inaugurated by Uber, that leads the way in this new direction: Uber used, as everybody knows, to be a company “delivering” people and not products only, now they are transforming themselves by pushing their innovation with a goods delivery service.

It’s not all: as far as the stores, the offer too is changing: the range of marketed products is gradually extended, and tries to meet the needs of a new hybrid client. Starbucks, i.e., has expanded from its traditional image as a coffee shop serving wine and beer in more than 70 locations.

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