Few would argue that today’s consumer is focused on buying experiences, not products. As the hurdles facing the industry become more challenging to surmount, retailers are transforming their go-to-market strategies from transactional to experiential models.
In order to win with shoppers, smart retailers are striving to elicit and nurture an emotional connection between their brands and customers.
It’s no surprise that design is evolving in response to this directive: Stores are becoming showrooms where shoppers can holistically experience a brand and become comfortable and familiar with its product offering prior to purchase. Some are experience-only, like the Samsung 837 store (featured in VMSD’s State of the Industry Report in the May 2016 issue), while others still sell product but focus heavily on the in-store experience.
Instead of bright signs shouting out discounts in a high-pressure, price-based sales environment, shoppers can find knowledgeable staff who can answer any question, no matter where the customer is on his or her shopping journey.
Pirch’s new SoHo, New York, flagship (exclusive feature on page 46) is perhaps the strongest example of this phenomenon that I’ve seen to date. Pirch offers access and unprecedented interaction with the luxury brands it offers in a category where that couldn’t be farther from the norm.
No longer are shiny, high-end home appliances merchandised in a museum-like environment, where touching and testing are frowned upon. Instead, shoppers are encouraged to interact with the displays, which consist of functional vignettes enticing them with multiple versions of their dream kitchen or bath.
Our cover story, and winner of the 2016 Retail Renovation Competition (page 18), is another strong example of this paradigm shift. Menswear brand Raymond Ready-to-Wear’s flagship in Bangalore, India, keeps customers coming back by offering them a simplifed shopping experience in a category with an abundance of choices.
Aligning with cultural norms regarding hospitality, the store was designed to accommodate large groups, often families shopping along with a son or father who are invited to enjoy comfortable seating areas while alterations are done. The clothing is merchandised simply, with only a few options of each item on the floor. The rest is accessible via a digital interface, then delivered to the customer’s dressing room. The store also serves as a “third” space, where it regularly hosts events ranging from live music to book launches and spirits tastings to enhance the experience for its customers.
At a time when brands are struggling to stay relevant in an unforgiving and competitive landscape, it’s smart retailers like these that will remind their customers to stay awhile and be present for the ride.