/ With its recent November edition, MAPIC in Cannes reaffirms itself as an international retail trade show offering valuable insights into the future of the sector, including its increasingly close interaction with the entertainment industry /

Globally recognized as the site of the International Film Festival, the Palais des Festivals in Cannes actually hosts over 150 events annually, more than half of which are trade shows for professionals across various industries. Among these is MAPIC, a leading European trade show for retail and commercial real estate. Its latest edition, the 29th, held in late November, welcomed 4,400 participants, including 1,800 retail chain representatives (+12% from 2023) and over 160 exhibiting companies. Participants hailed from 75 nations, underscoring the event’s international appeal.

For several years, MAPIC 2024 has also included the LeisureUp section, featuring exhibitors from the entertainment sector. Notable companies present included KCC, Dedem, Aerodium, QubicaAMF, CityWave, Bandai Namco, Walltopia, Valo Motion, Zero Latency VR, and brand licensing names like Hasbro, Smileys, TF1 Licensing, and Universal Products & Experiences. The decision to physically separate this section could, in our opinion, be reconsidered. Initially, this separation made sense due to a smaller number of exhibitors, but today it isolates what has become a unified and synergistic reality known as “retailtainment.” Visiting shopping centers and stores reveals this evolving fusion, where shopping venues increasingly serve as entertainment hubs – from smart mirrors in fitting rooms to family entertainment centers (FECs). Entertainment, in essence, enhances shopping by making it a memorable, shared experience, boosting sales through higher foot traffic, more diverse clientele, and extended visit durations.  

MAPIC’s program of meetings and seminars is always dense and highly relevant for those interested in retail trends, and this year was no exception.  At the conference “Investor Sentiment: Is Retail Back in Spotlight in Europe?” experts discussed the ongoing transformation of retail real estate investment. In the past, opening a retail outlet was almost synonymous with guaranteed success. Today, the sector is highly selective and acutely aware of economic challenges. Success is no longer assured and depends less on available space and more on operational expertise. “By 2025, retail will evolve into a complex ecosystem in which attracting top brands with the right concepts and enhancing the customer experience will be vital,” stated the keynote speakers at the conference.  

On the topic of experience, Eric Costa, President of Citynove (Galeries Lafayette Group’s real estate division), presented findings from an internal study aimed at improving customer experience. Using a scientific approach, the team developed a methodology to measure customer stress levels. This was tested at Les Nouvelles Galeries in Annecy, a 24,000sqm shopping complex reopened in 2022 after a transformation. The goal was to create stress-free spaces, resulting in higher-than-expected footfall and conversion rates – outperforming other French stores except for the flagship on Boulevard Haussmann in Paris.  

Experience was also the central theme of another seminar focused on expanding Food & Beverage brands. Arnaud van Coppenolle of Krispy Kreme highlighted how the brand’s defining features include sharing and creating memorable customer experiences. Doughnuts are prepared fresh daily, and customers can watch the production process. “If you’ve never eaten a fresh, hot doughnut, it’s a life-changing experience,” summarized van Coppenolle.  

The results seem to support this, as in just 3 years, Krispy Kreme has expanded its presence from 20 to 40 international markets (currently with 15,000 points of sale), entering Europe in 2023 with a coffee shop in Paris.

MAPIC seminars also emphasized the growing influence of Artificial Intelligence (AI) on retail. AI is transforming the sector by boosting productivity – estimates suggest a 40% increase. Approximately 34% of retail activities can be automated, and another 7% optimized, such as inventory management or price optimization. AI also enables deeper, personalized customer engagement through tools like advanced chatbots and tailored search experiences.  

MAPIC 2025 will return to the Palais des Festivals in Cannes next November 4–6.

Continue reading Games & Parks Industry January 2025, page 52

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