The transformation of the retail format—from POS to POE to POT

Elevating the retail game from point-of-sale to point-of-experience to point-of-transformation. A multi-stage approach.

Just as we travel for different purposes – business, leisure, or transformation – retail formats should also serve different objectives and evolve with the times. Ideally, sales come secondary, while the experience, and progressively the transformation, driven by the brand take center stage. Let’s go on a brand journey that rethinks the principles of retail and gives guidance on how to elevate the retail game.

In luxury, the physical retail space is never just about selling. It also serves the purpose of bringing the brand alive. As a given, brand enthusiasts and (prospective) clients alike should experience the brand in a multi-sensory way across various physical touchpoints: From the materials, colors, and interior design to scent, art, flowers, lighting, music, and brand ambassadors being at core to bring the brand alive (see figure 1).

The multi-sensorial retail bubble with in-store elements

Figure 1: The multi-sensory retail bubble with in-store elements.

While luxury is rarely just about the product, it is increasingly about the experience, the community, and, in times to come, the educative and transformative elements. All of this fosters an emotional connection with the brand, allows active participation, and enables learning from the brand in ways that go beyond storytelling. Hereby, the brand becomes an enabler for the brand community.

Therefore, retail formats need to be reimagined and adapted to create hybrid experiential concepts that fit the Zeitgeist. Aligning with the three evolutionary stages of luxury (Riedmeier, 2021) – (1) I am what I own (traditional luxury), (2) I am what I experience (experiential luxury), and (3) I am what I meaningfully contribute or become part of (conscious/transformative luxury) – the following multi-stage approach is postulated (see figure 2):

Stage 1: Point-of-Sale (POS)
Purpose: A transactional place to sell products of a brand (while being surrounded by brand elements that naturally evoke desire and represent the brand).
Focus: Sales.
Example: Goyard Boutique, Monaco.
Characteristics: A physical retail store that represents the brand elements, features a counter-logic, has vitrines for showcasing products, and requires the assistance of a salesperson.
Role of salespeople: to evoke a world of dream, and above all to sell.

Stage 2: Point-of-Experience (POE)
Purpose: A place to experience a brand, next to the distribution aspect.
Focus: Experience (+ Sales).
Example: Dior Flagship Store, 30 Avenue Montaigne, Paris.
Characteristics: A physical retail store that represents the brand elements, allows to browse, get inspired, and relax. A place that has a rather open-plan design with lounge areas and that mixes museum-like elements with culinary ones (café or restaurant). It offers the immersion by a client advisor into the brand universe who rather advises the (potential) client instead of pursuing an immediate transaction.
Role of client advisor: to advise, immerse, educate, and eventually sell the product.
Note: Heritage stores (cf. Dion & Borraz, 2015) seem to be predestined for it.

Stage 3: Point-of-Transformation (POT)
Purpose: Coined by Dr. Julia Riedmeier, this is a place to be transformed by the brand by learning something new and being actively involved in the brand experience next to the distribution aspect.
Focus: Transformation (+ Experience + Sales).
Example: Discover it for yourself.
Characteristics: More like an atelier than a retail store, which represents the brand elements, avoids a counter-logic and vitrines, and comes to life by the educative element of workshops and/or gamification, glimpse behind-the-scenes, and closeness to the brand myths.
Role of brand ambassador: to immerse into the brand world and educate about it, represent the brand, advise if necessary.

 

Figure 2: The three evolutionary stages of retail. A multi-stage approach.

So, what can you learn from this article? As a luxury client, reflect on your ideal retail experience and which brand truly speaks your language. Explore what luxury brands are doing and discover where you feel the most immersed.
As a brand, ensure that you are more than just a distributor of products – become an enabler for your clients. Immerse and educate your (potential) clients about your brand and products, empowering them to become the best version of themselves. Consider how you can bring your brand codes to life in a multi-sensory way while equipping your brand interest group with knowledge that extends beyond your brand history and codes. Offer workshops that align with your core identity and product offerings, such as jewelry or watchmaking workshops. If you are an auction house, consider sessions on evaluating objects or the principles of auctions. There are countless ways to activate your physical space, foster meaningful connections, and cultivate an educated community around your brand. And isn’t the educated client the ideal one?

Written by: Dr. Julia Riedmeier
Published: February, 25, 2025

 

References
Dion, D., & Borraz, S. (2015). Managing heritage brands: A study of the sacralization of heritage stores in the luxury industry. Journal of Retailing and Consumer Services, 22, 77-84.
Riedmeier, J. (2021). Navigating the luxury route towards happiness: From a Hollywood to a purpose perspective. From egocentricity to eudaimonia – How do the different evolutionary stages of luxury relate to the different stages of happiness. Haus von Eden. https://www.hausvoneden.com/lifestyle/luxury-way-happy-purpose/.

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DATA PROTECTION DECLARATION ACCORDING TO THE GDPR
I. NAME AND ADDRESS OF THE PERSON RESPONSIBLE
The responsible party within the meaning of the General Data Protection Regulation and other national data protection laws of the member states as well as other data protection regulations is:

CODE \ LUXE 
Leopoldstraße 8-10
80802 Munich
Germany
E-Mail: [email protected]
Website: www.code-luxe.com

II. NAME AND ADDRESS OF THE DATA PROTECTION OFFICER
The data protection officer of the responsible party is:

Dr. Julia Riedmeier
CODE \ LUXE 
Leopoldstraße 8-10
80802 Munich
Germany
E-Mail: [email protected]
Website: www.code-luxe.com

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We use the analytics plugin WP Statistics on our website. This plugin was developed by Veronalabs (5460 W Main St, Verona, NY 13478, United States), an American software company. This plugin provides us with simple statistics on how you, as a user, use our website. In this privacy policy, we go into more detail about the analysis tool and show you which data is stored where and for how long.

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Why do we use WP Statistics?
With the help of WP Statistics we get simple statistics that help us to make our website even more interesting and better for you. Our website and the content, products and/or services offered on it should meet your requirements and wishes as good as possible. In order to achieve this goal, we naturally need to find out where we should make improvements and changes. The statistics we receive, help us to get one step closer to this goal.

What data is stored by WP Statistics?
WP Statistics does not set cookies and through the data collected, statistics about the use of our website are generated only in anonymous form. WP Statistics also anonymizes your IP address. You as a person cannot be identified.

Through WP Statistics, visitor data (called Visitos’Data) is collected when your web browser connects to our web server. This data is stored in our database on our server. This includes for example:

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The data will not be shared or sold.

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All data is stored locally on our web server. The data is stored on our web server until it is no longer needed for the purposes listed above.

How can I delete my data or prevent data storage?
You have the right to information, correction or deletion and restriction of the processing of your personal data at any time. You can also revoke your consent to the processing of data at any time.

We have now provided you with the most important information about data processing by WP Analytics. Due to the fact that the plugin does not use cookies and the data for statistical analysis is stored locally in the web server, your data is handled very carefully here. If you want to learn more about WP Analytics, you should take a look at their privacy policy at https://wp-statistics.com/privacy-and-policy/.

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Press

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The task: Multilevel digital program for the global dealership network of an international Italian luxury automotive brand.

The solution: Based on the brand codes and international strategies, development, implementation, and execution of the first-time digital learning journey for the global dealership network (North America, EMEA, Asia-Pacific) to improve their digital strategy and footprint, and to manifest thought leadership also in the digital space.

The impact: Maximized impact of dealers’ digital footprint, increased digital client engagement and prospect generation, increased sales.

The project partner: OKTAVE

 

The task: Digital communication strategy for the leading luxury hotel network in the DACH region.

The solution: Based on the execution of benchmark and best-practice analysis, development of digital communication strategy, just as sparring for its roll-out and core strategic business activities.

The impact: Increased visibility and brand awareness, increased sales for the leading conference in Switzerland.

 

The task: Conceptualization, development, and roll-out of the own-established Next Level initiative for leading German luxury jewelers.

The solution: Based on the four key business pillars – brand, clients, digital, sales – and our established neo luxury concept, development and roll-out of a unique, first-of-its-kind long-term initiative (webinars, live workshops, individual consulting and coaching sessions) for leading jewelers in Germany, who want to take their business to the next higher level and make it future-ready and -proof for the next generations.

The impact: Improved brand positioning, maximized client satisfaction, increased leads and sales, enhanced client experience online and offline.

The project partner: KEYLENS, German Finest

 

The task: Go-to-market strategy for an electric boating company.

The solution: Based on the brand codes and international strategies, development and implementation of a go-to-market strategy for the DACH region to enter this market.

The impact: Created and increased brand awareness, generated first leads.

The project partner: undisclosed

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The task: Interior project for new-build yacht.

The solution: Based on the interior design codes and styles of the owner and design team, identification and selection of the best suitable manufacturers and interior objects for dedicated interior accessories.

The impact: Peace of mind and wellbeing for the UHNW client. Manifestation of a (new) segment for German, French, Italian luxury manufacturers.

The project partner: undisclosed

 


Frederik Schreve

Frederik is a senior business executive with extensive experience in international hospitality and luxury retail. Founder and CEO of Oktave, he applies a thoughtful, analytical and strategic approach to global learning and development solutions, that create growth and transformation. Recognized as a global expert in consulting for B2B and B2C brands, he finds his inspiration and work philosophy in music, which he infuses in his company culture and relationships.


Dr. Maria Kreuzer

Maria is a consultant in the field of strategic branding, brand positioning, and qualitative market research. Based on in-depth insights, she supports B2C and B2B companies to design and to implement their future strategy, and to align their strategic focus with stakeholder expectations and market developments. Maria finds inspiration for her work in nature, especially in riding the perfect lines in fresh powder in the Austrian backcountry.


Dr. Julia Riedmeier

Julia is an internationally sought-after strategy consultant, researcher, and lecturer/adjunct professor in luxury brand management. She has lived in Berlin or Shanghai, worked for Hermès in retail and communication, and researched on future luxury strategies. Julia enjoys working for international luxury brands and start-ups and is driven by going off the beaten track, and pursuing excellence in all endeavors. Above all, she strongly believes in the power of co-creation in the luxury business. That's why she founded CODE \ LUXE.

Bringing luxury professionals and their brands to the next higher level, just as bringing positive change to the industry, is her source of inspiration and motivation.​

www.juliariedmeier.com

CODE LUXE is a luxury consultancy with a dedicated expertise in market research, strategy consulting. Core industries are automotive, interior, jewelry and watches, yachting. With a strong focus on UHNWIs. Based in Munich and Monaco. Founded by Dr. Julia Riedmeier.

OKTAVE is a Swiss agency, active worldwide, expert in transforming behaviors in exceptional brands who are convinced by the power of their front line teams in leveraging their business. Founded by Frederik Schreve.

The way OKTAVE supports this transformation is by acting as an accelerator of behavior transformation by designing and implementing transformational strategies, and by re-imagining and rolling-out great transformational learning experiences.

Today, OKTAVE works globally with luxury retail and also with prestige hospitality and high-end service industry brands.

CODE LUXE is a luxury consultancy with a dedicated expertise in market research, strategy consulting. Core industries are automotive, interior, jewelry and watches, yachting. With a strong focus on UHNWIs. Based in Munich and Monaco. Founded by Dr. Julia Riedmeier.

IMARK is an Innsbruck-based consultancy with international scope, which supports organisations in their strategic development and facilitate decision-making via participative group processes and tailor-made market research.

With 20 years of experience in strategy development and implementation, and excellence in market research, IMARK stands for: Close working relationship with clients and client-driven processes, state-of-the-art methodology and guaranteed quality.

KEYLENS is a strategy consultancy. Founded in 2000, we work for German and international medium-sized companies, SMEs and hidden champions. With expertise in positioning, growth, transformation, digitalization and efficiency, we start with the big picture and support our clients all the way on their journey. 
 
Our passion for people, communication and change is as great as our passion for analytics, ideas and concepts. It is this duality that defines us at our core.
 
For us, this is the definition of modern, “end to end” strategy consulting.
CODE LUXE is a luxury consultancy with a dedicated expertise in market research, strategy consulting. Core industries are automotive, interior, jewelry and watches, yachting. With a strong focus on UHNWIs. Based in Munich and Monaco. Founded by Dr. Julia Riedmeier.

As the first platform for sustainable luxury in the DACH region, Haus von Eden positions itself as a reliable access point for valuable knowledge around sustainable design & lifestyle. 

The mission is put into practice by exclusively presenting ethically operating companies based on binding standards of sustainability, circular economy, philanthropy as well as innovation. Conscious consumers can thus take responsible purchasing decisions without sacrificing on quality & aesthetics.