The Customer Experience is King! The in-store environment has to deliver. It’s time to rip up the rule book and start again!
With Amazon’s uncanny knack of finding and exploiting the in-store weakness and turning this into its latest killer USP that leaves emulators trailing in its wake, its latest offering must be leaving other clothes retailers stunned. Buying clothing on-line can be a tricky and expensive business. One may need to buy the same item in two different sizes to ensure a great fitting garment. The problem is the word BUY. It’s not like the fitting room in the local boutique where one can try on several garments – for free! Buying clothing on-line can see costs rack up purely to eliminate ill-fitting clothes. So what do Amazon do? They provide a service to all Prime Members where they can select a number of garments for FREE in this scenario! And there you have it – the customer pain point eradicated. The rule book re-written!
How does the high street fight back? The answer – make it personal! One such retailer has done just that. Runner Camp a sports clothing outlet has turned their retail space into an homage to fitness. It’s ALL about the in-store experience and shoppers are greeted by not only technical apparel but also a fully functioning gym! It includes a running track, interactive exercise room, showers and lockers. Consumers are encouraged to use Runner Camp from sunrise to sunset! No on-line retailer could compete with that customer experience. The bold colours and urban materials of steel and concrete are evocative of a high-end local gym. It’s perfection in both design and execution.
In one forgotten street in London – Bird Street, just off Oxford Street, a transformation has occurred! It’s the city’s first Smart Street – a shopping lane packed with environmentally friendly and cutting edge technology. It offers shoppers an immersive experience such as a pavement that generates energy as it’s walked on – this could be a snap shot of what the future of retail looks like. An area renowned for particular products, a centre of excellence and a customised experience.
Creating these highly personalised environments that fit the ambiance and products can need some work. Working with a supplier who can bring a retailer’s vision to life is key. It’s good to work with a team that can create a 3D CAD image of retail space with complementary shop fittings and furniture that can work wonders with your brand and products.
Acopia have over 40 years retail experience in bespoke shopfitting solutions and interior retail space design. If you want to create a personalised space for your customers – we’d love to hear from you!