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Just because more and more stores are closing doesn’t necessarily mean we have to talk about the death of retail. Certain people argue that it's more a case of a retail renaissance that we are experiencing right now. Traditional stores are on their way out, but are leaving room for increasingly experience-based premises.

During the 2018 D-Congress in Gothenburg, the “new store” was a hot topic of conversation. The majority of people there agreed that bricks and mortar stores have gained an entirely new purpose with the forward march of e-commerce. New expectations from customers create new and higher demands on what a store should be today. According to a survey by Eventbrite the millennial generation puts far more value on experiences and events compared to earlier generations.

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Gustav Tranback
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With 490 stores in 18 countries and EU-wide online sales, fashion chain Lindex is anything but a rookie when it comes to omnichannel sales. After having an online presence for over 10 years, Lindex has more experience and greater knowledge of digital retailing than most retailers. Lindex is now on the threshold of the next generation e-commerce solution. With the aim of further developing its leading position within omnichannel retailing, the plan is to launch all-new e-commerce on the market in 2018.

Henrik Sörstedt joined Lindex’s digital journey two years ago. Since fall 2017, he has been Director of Customer Experience, a new role within Lindex with responsibility for the brand's digital strategy and channel development which aims to supports Lindex’s e-commerce operations.

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Åsa Lundborg Ling
CMO