Life beyond Brick and Mortar

Stores today must be oriented to a greater objective, not only to be distribution channels. We’re seeing a big change mainly driven by D2C brands changing the foundations of the sector. Find here trends and challenges that Retail is facing so you can also stay in the game.

They trust us


Life beyond Brick and Mortar

Stores today must be oriented to a greater objective, not only to be distribution channels. We’re seeing a big change mainly driven by D2C brands changing the foundations of the sector. Find here trends and challenges that Retail is facing so you can also stay in the game.

They trust us

Improving experiences through diverse worlds

Brick and Mortar has been the core distribution point for retail over decades. But in the last few years we have seen a change regarding the way companies approach their clients. Brands no longer wnat to rely on someone else’s ability to communicate who they are. Instead they want to be in direct contact with the consumer and get to really know their desires, needs and aspirations. Since year 2020 Direct to Consumer (D2C) companies have multiplied and big legacy brands have focused on developing their D2C areas. Now the focus has shifted: companies want to understand their customers, personalise their service accordingly and deliver memorable experiences that lead to loyalty. At the same time, another variable enters into the equation; the phygital era as a way to complement physical and digital experiences. This is getting interesting, right? Challenges and opportunities in the sector are about to be revealed.

The 73% of people are purchase channel agnostic

When buying, 55% of consumers prefer products to come directly from the manufacturer

By 2025, retailers will devote 60% of their retail space to experiences

Top challenges in Retail

During the 20th century, the focus was mainly in product development and advertisement. Later, with the internet era and the integration of new technologies, users not only got the chance to be more informed about the different products available in the market but also got access to users opinions and were able to compare between brands. In this sense, customer’s mentality transitioned towards needing brands to comprehend them. This definitely triggered a change in the industry. Brands need more than ever to define their strategies focusing on personalising products and providing new experiences during the service delivery. In other words, become “customer-centric”.

In parallel, retail sector is experiencing a transformation and an ongoing transition towards e-selling. So, what does this means? It means that brands are leaving physical spaces to create the most groundbreaking experiences for users, so they can connect with the brand values. Here is an overview of the main challenges that the sector presents.

Inmediate fulfillment and omnichannels  

The rise of ultra-convenience has been a major change in retail since companies started feeling the pressure to deliver their products in the shortest time possible. Regardless, no change happened in logistics cost responsibility.

In order to be competitive, companies need to excel at developing a close connection with the client, and this may only be useful if they position the source next to the client.

Get insightful data from customers

Data is the main actor in many industries, but in retail holds a particular position. Companies that are not D2C struggle massively to get data from their clients since the final interaction is executed by the retailer.

All companies relying on retailers performance cannot track their interaction, nor train them to improve since they have no access to data. Recovering data to personalise every interaction is the first step to build a strong bond between the brand and the client.

Brand’s philosophy

Consumers nowadays care more about the vision of the company and its brand objectives. They want to see companies with a defined philosophy and active implications on it, specially when it comes to sustainability or social impact.

Companies that fail to commit to a certain objective are normally left aside and they are missing out on the opportunity to target a particular market niche. Green washing is a massive red flag here since companies that fake implications can be socially penalised.

What’s hot in retail?

The retailer has always adapted to changes in cities and is now in a new process of growth and transformation. Consumers no longer see the same value in the traditional physical store with so many existing channel alternatives. Four pairs appear that explain their need for adaptation: delivery and the city; malls and physical stores; technology and data; channels and online sales.

On the other hand the relationship between the physical and the digital continually blurs the established rules: from the approach of brands to consumers through D2C to the new experiences that end up mixing these two worlds in the Phygital. This new dinamic pushes the frontiers towards new uses of the premises that one day were the great centers of purchase.

Without further ado, take a look at the trends that are hot in the reatil.


Clients want to be part of a trend, but also feel they are special within the space.

Provide the customer with the option to test a product in their house through VR. 

No longer making the customer feel at home in the bar. The bar and home are different experiences.


From easy payment gateways to customized delivery options.

Kindness and suited recommendations help decision making.

Exploring for new products is more attractive when you are in the physical place.


Various technologies could be applied to implement better traceability and transparency results.

Data coming from your source will be better than buying it from a third party.

Reduce its cost and provide the best service through personalized delivery.

Top opportunities in retail

D2C boomed during the pandemic and it made the retail industry change and focus on new horizons. It caught many companies unprepared, but those who had developed proper logistics in advance managed to successfully grow their digital channels. This new channel has stayed with us regardless the pandemic is over. Now that the new market area has been tested we have identified a series of opportunities worth highlighting.

In paralel Brick’n’Mortar is on its way to transform and evolve. Physical sales spaces cannot yet be dispensed with. This is something that brands and retailers know. But they also know that it is necessary to offer other types of shopping experiences to the consumer because competition from ecommerce is getting stronger. This opens up a wide range of possibilities in the sector. Here we tell you some of the most relevant!

Product information availability

  • Brands ought to provide detailed information about their products, creating a major need for data collection and traceability. Technologies might have a lot to say in this aspect since providing full transparency in the supply chain can become a competitive advantage.
  • Companies need to improve their communication channels as well as the messages in each of them so they can deliver the right information at he right time. This assures that they connect with them in a personalized way.

Purchasing efficiency


  •  Purchasing convenience can be the turning point for some customers that want to have a complete, omnichannel experience. The spectrum goes from choosing when and where to receive your order, to being able to live the brand experience and purchase a product in the same spot.
  • Consumer needs are no longer solely focused on the product itself, but also the whole experience around it, making it almost mandatory for the brand to be able to transmit this in every channel.

Human value


  • Customers still go shopping because they appreciate shop assistant’s help during the process. Human interaction is a key factor and a major area of improvement when it comes to ecommerce since the customer journey nowadays is much more independent.
  • Companies are starting to implement a guided experience or direct communication with shop assistants in the shop from the online portal.

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