The supermarket of the future will also be a culinary destination

Futurologist Richard van Hooijdonk highlights the major changes that companies must prepare for now "if they want to survive".

© Richard van Hooijdonk

Futurologist and trend observer Richard van Hooijdonk travels the world to closely observe and test the latest technologies and new retail concepts. In an interview for Vision 2026 , Gondola's special forward-looking issue , the expert highlights major changes that companies must prepare for now "if they want to survive." Excerpt.

“We are moving towards a world where the shopping experience is paramount. In the future, physical stores will become experience stores . Even here in Dubai, I regularly shop at a supermarket, a sort of Walmart concept. In the fruit and vegetable section, you'll find a greenhouse where fruits and vegetables are grown.”

Elsewhere in the store, robots guide you to the aisle you're interested in. I can assure you the experience is incredibly enriching, unlike anything you'd find in a regular supermarket. At the Dubai Mall, it's clear that people don't necessarily come to shop, but to have a good time.

In the future, retailers will need to come up with concepts that entice people to walk through the doors of their stores because they will know that they will have fun there.

The trend is starting to develop in the Netherlands and Belgium. Many clothing or optical stores hire a DJ on Saturdays and offer their customers food and relaxation.

The "meet me at the mall" concept, designed to bring people together and help them have a good time, is very popular.

We need the supermarket every day, so I don't think it will disappear anytime soon. Besides, their turnover continues to grow. However, we are seeing that their business model is starting to change: they are increasingly transforming into fresh produce markets, as we see in Riyadh and Abu Dhabi.

You'll find a dedicated sushi area, another for fish, and they have their own kitchen to prepare fresh dishes... They function like a shopping district, a kind of market that offers a more convivial and experiential atmosphere, a place that encourages people to come and shop. The same applies to food squares, which also offer an experience.

Vision 2026

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