MAPIC 2018: e-commerce from online to brick and mortar


This article is brought to you by Retail Technology Review: MAPIC 2018: e-commerce from online to brick and mortar.

For the first time, e-commerce heavyweights such as Amazon, vente-privée entertainment,, and Zalando will be speaking at MAPIC, illustrating the convergence between physical and digital commerce.

The theme of "Transforming reality: physical retailing in the digital age" will be the focus of the 24th edition of MAPIC.

Organised by Reed MIDEM, the International Retail Property Market will be held at the Palais des Festivals in Cannes from 14 to 16 November.

"Today, e-commerce represents 8.8% of total sales in Western Europe ($336.5 billion) and 14.7% in Asia Pacific ($9.254 trillion). In the digital age, however, these statistics are constantly evolving, and new sales dynamics are emerging all the time," explains Nathalie Depetro, Director of MAPIC.

Digital-to-physical commerce convergence is increasingly in the headlines: Walmart recently acquired Flipkart, Alibaba is now investing in shopping centres, Whole Foods has been acquired by Amazon, which is opening more and more points of sale. And while traditional brands have now embraced digital in their strategy (for example the acquisition of La Redoute by the Galeries Lafayette Group and Sarenza by Monoprix),  more and more e-tailers such as, Missguided, Mi Stores and Warby Parker, are launching into physical commerce.

Throughout MAPIC, physical and online retail experts will share their experiences by giving specific examples of the transformation of the sector while also discussing their future projects: 

  • Ronan Bole, France Operations Director, Amazon and Raimund Paetzmann, VP Corporate Real Estate, Zalando SE will explain how logistics has become key to innovation in the customer journey (Wednesday 14/11 at 2.30pm).

  • Thomas Kouck, Managing Director/Partner, vente-privée entertainment, will speak during the first MAPIC Leisure Summit on the importance of data and its analysis (Tuesday 13/11 at 2pm).

  • Philippe Chainieux, CEO, will give his point of view on the importance of the complementarity between e-commerce and bricks and mortar stores. This e-tailer specialised in design furniture will discuss his new development projects in addition to the seven connected showrooms already opened in Europe (Wednesday 14/11 at 11am).

  • Talks from L'Occitane En Provence, Kidzania, WeArena Entertainment and Huawei Italy, among others, will illustrate the new commercial mix now being developed in shopping centres, where fashion brands no longer rule the roost. 

The impact of digital and the explosion of online sales are encouraging retailers and commercial property professionals to completely rethink their physical points of sale to offer new and enhanced customer experiences. Leisure, food & beverage, well-being and innovation have become pillars of the offer in all commercial space, which are tending to become lifeplace destinations.

Among the 2,100 brand representatives present in Cannes, MAPIC participants will have the opportunity to meet those from Bottega Portici (Italy), Bouchara (France), El Ganso (Spain), Fresh (France) and Zapa (France) attending for the first time on the Croisette, as well as Zara, Uniqlo, C&A, Burger King, Hema, Benetton, Claire's, Burberry, Adidas and Levi's, who are all regular visitors to MAPIC.

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