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K„Kiss your Mall Goodbye,“ ran an influential story in „Time Magazine“ back in summer 1998: „online shopping is faster, cheaper and better.“ The headline created shock- waves throughout the world of retail. A good few years have passed since then, and most shopping centers are still there. Much has of course changed in that time, such as the way in which consumers obtain information, how they interact with one another and how they buy. And there is no sign of a change in this dynamism over the coming years. On the contrary, three relative newcomers – Apple, Google and Amazon – have already forced the 500-year-old book printing industry and its distribution channels to find new busi- ness models. And this development has the potential to shake up other sectors too. „UNSTORING“ MEANS RETHINKING WHAT A SHOP IS To understand the future of shops, you need to know something of history and how bricks-and-mortar shops took on the role of marketplaces of old as social meeting places fostering contact between people. You also need to understand what was happening immediately before: the first unstoring ten- dencies could be seen when global brands such as Nike, Prada and Apple began to position their own flagship stores as acces- sible advertising spaces, in which the brand experience became more important than actually selling products. The world of the shop has been constantly reimagined. This is borne out by a few recent developments: The online department store eBay is now establishing a physical presence – at least temporarily – close to Oxford Street. The online giant Ama- zon is also pursuing plans for its own shops. Music retailing, on the other hand, is almost completely disappearing from the high street and taking place predomi- nantly in cyberspace, or more specifically the iTunes store. Tesco – the pos- ter boy for UK retai- ling – has in the last few months been creating a stir in South Korea, where it has transferred supermarket shelves to billboards. Travellers on the underground can use their waiting time to scan product bar- codes with their mobile phones and have the goods conveni- ently delivered to them at home. So who can say what a shop KK„Kiss your Mall Goodbye,“ ran an influential KK„Kiss your Mall Goodbye,“ ran an influential KKstory in „Time Magazine“ back in summer KKstory in „Time Magazine“ back in summer KKKK1998: „online shopping is faster, cheaper KKand better.“ The headline created shock-KKand better.“ The headline created shock-KKwaves throughout the world of retail. A good few years have passed since then, and most shopping centers are still there. Much has of course changed in that time, such as the way in which consumers obtain information, how they interact with one another and how they buy. And there is no sign of a change in this dynamism over the coming years. On the contrary, three relative newcomers – Apple, Google and Amazon – have already forced the 500-year-old book printing industry and its distribution channels to find new busi- ness models. And this development has the The internet is more of a preoccupation for bricks-and-mortar retailing than ever. But what does the triumphal success of the internet really mean for supermarkets, shopping centers and corner shops? An article by Dr Martina Kühne In its study „The Story of Unstoring“, the Gottlieb Dutt- weiler Institute examines how online shopping is changing the retail environment, how „bricks” and “clicks“ com- plement each other in a way that leaves open a future for traditional retailing, and what exactly the shop of the future will look like. of the shop has been constantly reimagined. This is borne out by a few recent developments: The online department store supermarket shelves to billboards. Travellers on the underground can use their waiting time to scan product bar- codes with their mobile phones JETTE – the new Eau de Parfum at Douglas more specifically the iTunes nantly in cyberspace, or Leather shopper handbag from Marc Cain Necklace with star pendant from CHRIST sectors too. Satin wedges from s.Oliver DES Annual Report 2011 41