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How Experiential Retail Stores Are Staying Ahead of the Curve
Words Bethany Boyo
The retail industry is an ever-changing one. An industry that has changed drastically over the last few years, due to the global pandemic that shook the world in 2020. Now more than ever brick and mortar stores struggle to stay ahead of the curve as more consumers have gradually transitioned into shopping and purchasing online and through social media channels. Companies such as Asos and Boohoo have undoubtedly seen tremendous growth and have made grand statements of acquiring the old guards of retail (Topshop and Debenhams). However, there are a few stores that have stood the test of time. For instance, luxury retail giant Selfridges has been able to keep its position industry and various boutique stores such as Matchesfashion, Browns and Wolf and Badger continuously manage to capture the hearts of consumers everywhere.
Fashion boutique Browns opened its doors to a brand-new brick and mortar store on April 12th, 2021, amidst a global pandemic the store was unlike a regular run of the mill retail store. An enchantingly designed space situated in the heart of Mayfair, packed full of handpicked pieces from every customer's favourite luxury brand. Dior, Fendi, Jacquemus, Alexander McQueen, you name it but what attracted people was the immersion into a different more luxurious world the store presented and still does today. As an experiential retail store Browns focuses on the sensorial experience of their customers; sight, sound and smell all fused together to create a seamless journey, keeping customers coming back again and again.
Many other brick and mortar stores have also adapted this focus and have created immersive experiences for their customers in-store keeping them engaged not just by the clothes they sell, but by the experiences they can cultivate in the store. Selfridges uses its space to do this extremely well by encapsulating pop up events, exhibitions, a beauty haven, collaborations with artists, musicians coupled with the opening of the Selfridges cinema all under one roof. Showing that retail is no longer just about purchasing, it’s about creating moments that become memories to customers.
Credit: Browns, Brook StreetElsewhere the renowned online luxury boutique Matchesfashion has its physical store set up as more of a show space. The store is heavily curated with limited sizes in-store, whilst keeping its aesthetically pleasing edge, allowing customers to have an experience very much like personal shopping on a much larger scale.
Technology has had a big part to play in this movement over the years. Although physical the use of technology is needed for a smooth customer journey in any store, seeing the introduction of virtual fitting rooms and self-checkouts grow in several retail stores. Zara has become a pioneer in this in the high street sector. One of the first to unveil self-checkouts in-store, the company has also developed an in-store mode on their mobile app, allowing customers to see what's available in that specific store, in real-time. This function also allows customers to select a 'Click & Go' service, which is an option for quick collection and purchase of an item they select all done via a QR code. Quick. Easy and seamless.
Credit: Browns, Brook StreetAs more and more industries begin to focus online, with the creation of the Metaverse and others like it. Brick and Mortar retail stores will always be essential to living, as the need to experience and create memories is part of the reason why customers go shopping. Innovation is key if experiential retail stores such as Selfridges, Browns, Matchesfashion etc wish to stay ahead of the curve. Retailers who innovate and ride with the changes that arise will survive and thrive.