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The real revolution of the universe of the retail will be given when it sends the permanent pretension to want to include the whole market and there start proliferating formats of shop and commercial offers directed from clear and bright form to certain segments of population and to purchase you are necessary.

This one is one of the principal conclusions that parts with the study Demands of the Buyer of the Future. Josep Monserrat-Worldwide TNS's Managing Director Worldpanel - manager of presenting the results of this important work of research, last March 11 during the development of the VII International Food Forum, which was celebrated in the frame of Alimentaria 2008.

According to this study, - whose conclusions materialized in the Future Shop of the lounge Innoval of Alimentaria- the segmentation is not only the future of the retail but, in addition, it should mark the policies of innovation of the manufacturers. One of the big paradoxes of the markets of great consumption takes root in that the approach to targets majority reduces the probabilities of success. In other words: to innovate for the whole world has stopped being successful. In fact, only 15 % of the massive launches has the awaited reception. This percentage of probability rises up to 40 % when it is a question of innovation. Bearing in mind that the consumer demands and it will continue demanding new products, it is in hands of the distribution to take advantage of this great potential.

Which is the profile of the buyer of the future?
The profile of the buyer presents a highly dynamic character. What a few years ago was providing value added to the client, nowadays has turned into a condition sine qua odd number into the moment of the acquisition. Intelligent purchase - quality but not to any price-, information in altars of a free choice(election), innovation, ecology, elegant presentation, agility and comfort they will be some of the conditions that, according to the study You Demand(Sue) of the Buyer of the Future, the consumers will demand to the products and to the distribution centers in a maximum term of five years. 

In addition, the client of the future will be “brander” but not fashion victim, will want to do of the purchase an agreeable experience but he will despise the "thieves of time". One is starting generating a certain rejection to the powerful messages expressed on the part of the distribution that do not find correspondence in the reality. From this new profile, this work of investigation proposes the distributor to create environments of purchase that cover in an ideal way the both functional and emotional expectations of the client.

The shop of the future
The question that appears in this context is how should it be the shop of the future? The response to this question should go on necessarily for guaranteeing the optimization of the time and offering an easy purchase in an agreeable environment from factors as the games of lights or the elimination of the environmental pollution. Likewise, the bet by innovative brands by new categories of product - that join health, convenience, pleasure-, and for an ideal relation quality they are outlined as the keys to gain the future of the distribution. The aim(lens) will be to achieve an authentic experience of purchase in which there will play a fundamental paper(role) the communication and the strategies of differentiation based in targets relevant for category population emergent segments.

The evolution of the consumption is different of the variables that the study has born in mind Demands of the Buyer of the Future to realize this judging projection on the demands that the clients will present in the next years. The economic cooling foreseen to two years dresses, both in the Eurozone and in The United States, it points at a very probable reduction of the available revenue for the consumption in the future. According to the forecasts, the market of the nourishment consumed in the home(fireplace) for the period 2007-2012 will grow to current prices 17,6 % and to constant prices only a 1,2 %. The estimation is, therefore, five points grow in the next period below the growth experienced in the last five years. It is in this context of uncertainty where the strategies that the distribution adopts to confront the future will turn out to be a key element of success.

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