Shopping about to become all about the experience

At a conference held early this year US retail software company Vend called attention to the trend that consumers are buying the so-called necessary products (bread, toilet paper, etc.) online, and they purchase special products (those which are more personal and can generate emotions) in physical stores. Vend founder Vaughan Rowsell told that in the latter case the most important thing isn’t even buying the product, but the social interaction involved in the activity, the experience of discovery and trying new things. Consequently, small shops need to put more emphasis on locally produced fresh food and have good relations with artisan producers. //