A New Purpose (Focus) on Brick & Mortar Retail
In the age of ecommerce, the role of the physical store is changing. Retailers across the globe are creating inspirational environments to build shopper confidence and create an emotional connection, with the experience they offer being as important as the good they sell. By injecting theater, storytelling and uniqueness into the physical footprints, the store is positioned as a marketing channel as much as a place to buy.
Below are a few key examples from New York’s Retail Innovation Week as the brands highlighted below are simply the ‘tip of the iceberg’ of a larger trend brewing in retail.
The CAMP toy store has been designed as a ‘family experience store’ that combines merchandise, play, and media to recreate the feeling of going to summer camp. Each section of the space is dedicated to a different camp activity, such as arts and crafts or the mess hall, with a curated selection of merchandise. The store hosts events and activities several times a day and aims to serve as a gathering place for families to play and explore together.
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The New York flagship store of Korean eyewear brand Gentle Monster is designed to be an immersive experience that evokes the feeling of interstellar travel. A massive media wall entices passersby to look inside, while a series of kinetic sculptures and installations created in collaboration with artists encourage shoppers to engage with the gallery-like space.
What is next?
It is an incredibly exciting time to be retail specialists as more brands look to the physical space not just for moving goods but for creating the immersive experiences that the shoppers of today are craving. As this evolution continues we will quickly find that no category is off limits as new and emerging brands all look to shift dollars from traditional channels into this new space.
Text and research sourced from PSFK.