Håkan Pehrsson, Head of Asset Management and Retail, Sweden

1) How long have you been in retail?
Since 1994

2) What changes have you experienced in this time?
BRIC countries on the move. Internet has become well established as sales format. Everything everywhere - less differences. Ten years of economical upturn followed the worst economical crash since world war one, has made the world more sober.

3) What is the most exciting thing about working in retail at the moment?
That retail is in constant change. The trend with Nu Austerity. The DIY trend impregnating not only the classical DIY industry. The Urbanization in combination with Sustainability and Gentrification, which affects the way we plan cities and retail locations.

4) How do you think consumer demands/expectations are changing?
The information flow at hand makes everybody to an expert, consumer in charge. Only one can be cheapest, companies need to create products and services with differences, soul and built in desire.

5) What’s the most important issue facing retail over the next 10 years?
Taking away friction and wining time for the consumers.