The cease-fire between online and offline: Is it in the final analysis all one and the same thing?
A talk by Tobias Lutz, Managing Director of Architonic, on the occasion of the Stockholm Furniture Fair 2009. Friday, 06.02.09, at 14:00 hrs in Room k15.
The provocative thesis that for retailing in the premium segment there is, in the last analysis, no difference between online and offline marketing is of course not a tenable one. But it will perhaps help to break down the fundamental attitude problem which premium segment retailers have long had in their dealings with the internet. It isn't easy to accept the fact that the same customers who research and order products on line are for the most part the very same ones who, under different circumstances, go to the shops. When it comes to brand, service and performance their expectations and demands may well be the same - online and offline. But how can service, personality, brand identity and competence be communicated on the internet today? What's the best way of developing synergies between the respective strong arguments which each medium has to offer?
If we regard the internet as an important component of our lives today, it will become obvious that any company which does not take advantage of the new online strategies will lose influence and turnover. In the solution the Architonic Virtual Showroom©, which is already successfully implemented by more than 260 retailers worldwide, can play a significant role.