through a curated collection of books, as well as browse the exhibits of local and international photographers in the in-store photo gallery. According to Camilla Campoli, head of global retail at Leica Camera AG, when the company initiated its transition to this new retail design concept back in 2020, the aim was to design a warm, calm and inviting environment for customers. “We aim to create long-lasting relationships with our customers, so it is important for us to create a space that, rather than being merely transactional, can offer an immersive experience into the world of photography,” she told Inside Retail. Camilla Campoli, head of global retail at Leica Camera AG She went on to say that the company is constantly working on enhancing its omnichannel presence in order to meet the wants and needs of its customers.  “At the same time, we keep close attention to our retail channel, as this is where we can more profoundly understand their needs,” she added. New enhancements Campoli revealed that Leica is developing a new app that allows customers to identify the photo equipment that is appropriate to their goals, by taking a journey through picture selections. “We are still in a pilot phase in selected locations but, so far, the feedback received is extremely positive. It is an approach that speaks directly to the way we are getting exposed to photography nowadays,” she explained. Its flagship store in Paris is a perfect example of this. The store offers a highly engaging experience for customers as visitors can explore the latest exhibitions at the Leica Gallery, and get consultations on photographic techniques at the Leica Akademie. Customers can also have their products maintained or customised by the in-store customer care service. Campoli said that the rich calendar of planned activities means that the store is often open beyond the standard opening hours. In a marketplace that is ever evolving and hyper-competitive, Campoli reiterated that the company strives to balance the integration of technology with the traditional values and craftsmanship that the brand is known for. “We have managed to do this with an uncompromised commitment to quality. This is what has accompanied Leica Camera since the beginning and still remains in focus,” she said. The future As the retail industry continues to evolve, Campoli laid out her vision for the future of the company’s retail approach. She believes that the physical store will continue to play a central role in delivering outstanding experiences to its customers.  Nonetheless, she is ensuring the company is ready to meet and engage with them in the digital world.  “I believe that our customers want to keep seeing us delivering products with outstanding optics, haptic and quality, able to be passed from generation to generation,” she said. Campoli said that the pandemic was a learning experience for the company as it opened up new ways to stay close to its customers and friends. She believes that the company will continue to inspire and engage with customers digitally via training, webinars and contests. “Some collaborations, like the Leica D-Lux 7, A Bathing Ape х Stash, have definitely contributed by putting us on the radar of Gen Z and Millenials,” she added. Campoli believes that analog technology is going through a new phase, which has brought increasingly younger audiences to the brand.  “In our stores, they can find an interesting range of certified pre-owned products that can be a great starting point for the development of their photographic journey,” she said. The human connection While technology and retail trends may evolve over time, Campoli believes in harnessing the human connection. In her mind, a company needs to connect with the consumer and anticipate their needs. “We are still a deeply analog company. Our stores celebrate photography and we want to engage customers’ hearts and minds. So for us, there is always an opportunity to ensure the human connection is tied to something tangible,” she elaborated. She is a big believer in physical stores, and it will continue to be a prominent fixture in the overall brand strategy. While the e-commerce side of things continues to be a significant part of its business, for her, the physical bricks-and-mortar presence is paramount. “With our stores, we have the opportunity to create a unique space to tap into the community side of things and celebrate photography. The Retail 2.0 concept is testament to that commitment and we truly believe that is the right direction for the company going forward,” she concluded.