Can brick-and-mortar stores survive in the age of online shopping? Tech may have the answer

Sep 7 , 2017

ALT-254's F&B integration work with Marks and Spencer. ONE TIME USE ONLY

Physical shops may seem destined for the history books, but many retail experts believe that – with some reinvention – high street stores have a healthy future

Online shopping keeps getting easier, faster and better. Who still wants to go out shopping when it means having to deal with overzealous staff who insist on following you around the store as you browse, or who insincerely bellow “hello” and “welcome” at you as you walk into the store?

A new breed of retail experience consultants, however, believe that brick-and-mortar stores are here to stay – but they will need to reinvent themselves if they are to get customers through the door.

We spoke to Rufus Turnbull, creative director at Studio X, a branding and design company whose clients include Ikea, IMAX and Swire.

We also spoke to James Stewart, project manager and business development partner at architecture and project management firm ALT-254. He founded ALT-254 with architectural partner Vincent McIlduff. The company’s clients include Airport Authority, Cathay Pacific and many property developers and owners in Niseko, Japan.

James Stewart (right) and Vincent McIlduff.

In a few words, can you describe what we can expect to see and experience in successful brick-and-mortar stores in the future?

RT: With the advance of Big Data ... stores will [be] able to anticipate future sales, with merchandise being allocated “live” and replenished more intelligently, ensuring stores will always be stocked with your favourite item, in the right size and available before you even knew you needed it.

Automation will … eliminate queuing and make payments entirely frictionless, as well [bring] major advances in the speed of shipping and delivery.

F&B’s integration with retail, such as in this rendering of a Leica Camera concept store, may be the on the horizon. Photo: ALT-254

JS: The F&B-integrated retail concept ... offers a very cunning alternative to attract the crowds while also increasing their interaction and time in the store. Why not have a cup of coffee, a signature cocktail, or even a five-star meal while enjoying the full brand exposure and shopping experience?

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Reggie Ho

Reggie began his professional life as a storyteller in tabloid journalism – an experience that taught him how to ask questions fearlessly. He went on to pursue a decades-long career in food and travel writing, and served as editor of Business Traveller Asia-Pacific for four years. He is currently the Associate Content Director of SCMP's Morning Studio (morningstudio.scmp.com).