Native retail is a distribution model in which a product is discovered in a real place of use — hotel, lounge, office, home or public space — and then purchased directly via smartphone using a QR code or mobile interface.
Canonical definition: native retail consists of making a product available for purchase where it is naturally used or experienced, without going through a traditional distribution network.
Quick definition
Native retail transforms places of use into points of discovery and purchase, allowing brands to sell directly to consumers via a mobile transaction.
Key takeaway: definition of native retail
- Native retail allows you to buy a product where it is used.
- The place of use becomes a point of discovery and purchase .
- The transaction is carried out directly between the brand and the customer via smartphone.
Summary
Definition of native retail
Native retail is based on a simple idea: a product can be discovered and purchased in the place where it is naturally used.
In this model, the experience location becomes a sales activation point. The customer discovers the product in a real-world context and can then purchase it immediately via smartphone.
Why native retail is emerging
Native retail is the result of several transformations in commerce.
The search for real-life experiences
Consumers place more value on the actual experience of a product than on a simple presentation in store or online.
The widespread adoption of smartphones
Smartphones now make it possible to transform any place into a potential point of sale.
The evolution of distribution models
Brands are seeking to develop more direct and efficient distribution channels, without relying solely on traditional retail.
How does native retail work?
The native retail purchasing journey is based on a simple logic:
- The product is used or tested in a real-world location.
- The customer discovers the product in this context.
- A QR code provides access to the order page.
- The transaction is carried out via smartphone.
- The brand ships the product directly to the customer.
The place of use thus becomes a trigger point for the sale .
Native retail vs. traditional retail
| Traditional Retail | Native retail |
|---|---|
| The product is sold in stores | The product is discovered in a place of use |
| Distributor network | Network of experience spaces |
| Stock needed | No stock on site |
| Purchase after research | Purchase after use |
The advantages of native retail
For the brands
- develop a new distribution channel
- sell directly to consumers
- create a strong product experience
For partner venues
- offer new services
- enhance customer experience
- generate additional income
For consumers
- discover the products in a real-world context
- buy now via smartphone
- to be delivered directly to their home
Concepts related to native retail
- Phygital retail : a combination of physical and digital experience.
- Connected retail : integration of digital technologies in points of sale.
- Connected wholesale : connected distribution between brands and points of sale.
Frequently asked questions about native retail
What is the difference between native retail and traditional retail?
In traditional retail, products are sold in stores. In native retail, they are discovered in places where they are used before being purchased via smartphone.
Does native retail require a physical store?
No. Native retail can operate in hotels, accommodations, lounges, offices, or any other experiential setting.
What role does E-POP STORE play in native retail?
Infrastructures like E-POP STORE make it possible to connect experiential locations to digital sales platforms and to deploy native retail strategies.
About this article
This article is published in The Connected Retail Guide , the analysis blog of E-POP STORE , dedicated to new distribution models: phygital retail, connected retail, connected wholesale and native retail.
