Retail stores, the architectural details of which are designed carefully, are investing in their mission to bring different experiences to their target audience.
Retail brands that design different ecosystems according to consumer interests are in a cutthroat competition with prominent online shopping applications that come forward through their vision of speed, continuity and high-quality service. Exactly at this point, different store concepts of outdoor brands that appeal to sports fans draw attention. An experience-oriented marketing strategy, which reflects cold, snow, rain and wind on consumers, is being developed. The Canada Goose brand opened a new store in a shopping center in New Jersey called Short Hills in September. This store stands out with its cold room concept. The brand’s customers are confronted by an icy cold air wave as soon as they step into the store. Consumers have the opportunity to try on the Canada Goose brand’s special design jackets in a really cold atmosphere. Another example is Hunter Boots. This brand, which is particularly prominent in America with its waterproof boots, built a special area at the Grand Central Terminal in New York, which attracts attention with its rain effects. This point of sale provides personalized experiences to the target audience on how to effectively use the products of the brand.
The one that is able to entertain its customers will win
How to create more inspiring processes for customers’ online and offline shopping experience? The answer to this question is hiding in being able to build more desirable retail outlets through animations, technological experiences, artist collaborations, new lifestyle concepts, and digital publications. At the beginning of 2018, Ed Burstell’s first venture in Neiman Marcus, appointed as the senior vice president of product design, was promoting the Idea Factory. With this initiative, Burstell directed the process of designing seasonal models with exclusive products and experiences. In this context, tattoo artists, graffiti artists, acupuncturists and creators of personalized design processes began to take place in the Neiman Marcus stores. Burstell emphasizes that the interest of the customers towards the shopping process has increased rapidly thanks to this cooperation and thus, they emphasize that they have both attracted the attention of existing customers and reached new customers. Neiman Marcus’s 2019 spring campaign was designed with the theme of ‘the journey of art’ within the framework of consumers’ holiday-oriented perspectives. In this context, Burstell says that they invest in the feeling of customers that they need to know everything they need in order to go where they want to go. It has been observed that brand collaborations that will make the shopping process and experience more privileged and deeper at Neiman Marcus stores have been signed within the scope of this theme.
The privileged app world
The process of experiencing by directly touching and trying-on during the shopping process becomes gradually customized with the introduction of smart technologies and different apps into our lives. Brands promise brand new virtual experiences to their customers in the retail channel. Japanese e-commerce giant Zozo adds a different experience to the try-on process by creating the digital avatars of customers. Now it’s time to say goodbye to the standard sizes and try-the-dress-on process. The Zozo brand, thanks to the intelligent sensors added to the product called Zozosuit, can determine the exact size of the customer’s body. All forms of the body are scanned in three dimensions. Then there are digital avatars that reflect the body characteristics of each consumer. This data is being recorded in the CRM infrastructure. Zozo customers can buy any T-shirt or jeans without actually trying any of them on and only by experiencing them through their digital avatars. The comment of Zozo’s CEO Yusaku Maezawa is remarkable: “The time where people adapt to clothing is over. This is the new era where clothes adapt to people.” The Guess brand, which signed a partnership with Alibaba in July 2018, started testing a new smart store model. Powered by Alibaba’s wearable technology-driven artificial intelligence technology, the store offers its customers the opportunity to design digital combinations that consist of different pieces. Smart mirrors analyze the color, style, and models of clothes.