menu

Future Of Retail: Every Store As Flagship

Future Of Retail: Every Store As Flagship
Advertising

Retailers are transforming every one of their stores into an immersive experience for shoppers the moment they walk through the front door.

Scott Lachut, PSFK Labs
  • 2 june 2010

525_FOR_Franchise

This post is part of a PSFK Consulting project aimed at providing insight into the Future of Retail. Every Store As Flagship is one trend of ten that appears in our exploration of how technology and our senses play a role in the retail experience, both in and out of the store, from the perspective of brands, shoppers, retailers and communities.

Summary

Retailers are rethinking the ways that they utilize a store’s real estate, moving away from the idea of simply making a sale and focusing instead on the cultivation of an immersive brand experience. As a result, every branch is being re-imagined as a flagship store, incorporating elements of storytelling and entertainment alongside hands-on product demos and interactive displays. These details bring a level of discovery and education to the shopping experience, making every visit feel more like an event than a transaction.

Implications

• Give customers a reason to visit the store for reasons other than making a purchase
• Treat customer visits as an opportunity to tell the story of the brand from the moment they walk through the front door
• Enable shoppers to discover new products that they had not previously considered
• Create an environment in which customers are encouraged to try products
• Treat the physical retail space as an educational environment, enhancing the pre and post-purchase experience

Supporting Examples for Every Store As Flagship

FOR_report39

Retail Space Re-imagined as Family Entertainment Hub
Disney is embarking on a new plan to re-imagine its retail spaces as entertainment hubs that promote interactive play as opposed to environments that merely exhibit merchandise. The goal is to get children excited about going to their stores by providing branded activities and content that encourage families to remain inside the stores longer or visit more often, with the potential to lead to increased sales down the road.

FOR_report40

Bike Shop Encourages a Community of Riders
Lance Armstrong’s Austin based bike shop is designed to be a hub for the cycling life, serving the diverse community at every level of interest from casual riding to fitness and training. Beyond selling and servicing bikes, Mellow Jonnny’s features a coffee shop, as well as showers and bike storage to encourage daily commuting, furthering their mission to get more bicycles on the streets.

FOR_report41

Supermarket Design Encourages Interaction and Discovery
Traditionally, supermarkets have organized their products by category, but in an effort to add discovery to the shopping experience, New England chain Stew Leonard’s has chosen to organize their stores by occasion, (an example being a barbeque or birthday party). By doing so, they are curating experiences and upselling new products that customers might not consider. The store also provides entertainment and refreshments along the way; animatronic farm animals kids can play with, flat screens showing live feeds of their own dairy cows, and generous sampling stations.

FOR_report42

Furniture Showroom Promotes Familiarity and Surprise
Specifically designed to house the furniture makers Home Collection, the VitraHaus is the latest showroom at the Vitra Campus in Weilam Rhein, Germany. The unusual, stacked building is intended to recreate familiar living settings, while at the same time leaving open the potential for spatial surprises that suggest a labyrinth as shoppers wind their way through the connected showrooms.

FOR_report43

Stores Serve as Extension of Brand
Apple has crafted their retail environments to deliver a holistic brand experience. Cleanly designed interiors focus on developing a deeper
connection with customers through hands-on experiences and one-to-one interactions with knowledgeable staff members. To foster and encourage a sense of community, the stores also feature a theater zone to host presentations and workshops that highlight innovation and provide inspiration.

FOR_report44

Library Re-imagines Displays For Better Browsing
The main library in Almere, the Netherlands, offers a unique experience for visitors by taking its inspiration from bookshops. The library is designed to function as a both an information destination and community hub. The space is organized into zones and uses an open shelving system to display books cover first, promoting easier browsing. Different seating and lighting combinations are integrated into the design to catering to customers intent on spending longer amounts of time with study or research.

Request your free Copy Of The Future Of Retail Report here.

In just over 80 pages, PSFK Consulting provide an analysis of the Future of Retail. This free report explores a future from the perspective of brands, shoppers, retailers and communities – highlighting how technology and our senses play a role in the retail experience both in and out of the store. It features interviews with senior executives from Ace HotelPolyvoreStarbucks andTarget. The trends identified within this document and the examples used to bring them to life are inspired by innovation from around the globe.

525_FOR_CustomerCollab

Trending

Genetics Startup Is Working To Create A Completely Personalized, DNA-Based Range Of Products

Health
Retail Today

Crafting The Personalized Retail Experience

Marriott International's Christopher Baer shares insights into how the hospitality company is strategizing customer service

Experiential Marketing Today

Zagat's Cafe Offers Tiny Replicas Of Classic NYC Dishes

The restaurant rating service created buzz for its new guide and app by opening a tiny food cafe

Trending

Get PSFK's Related Report: Future of Retail 2017

See All
Children Today

Experience The White House In Augmented Reality Using A $1 Bill

1600 Pennsylvania Ave. is an AR app designed to help people learn about the history and significance of the United State's capital building

Food Today

Starbucks Is Selling An Automated Temperature-Setting Mug

For those looking to keep their coffee hot on their winter commutes, the coffee chain has created a device that keeps beverages exactly at their desire temperature

Mobile Today

This Piece Of Plastic Is Designed To Curb Phone Addiction

The NoPhone Air from New York agency Barton F. Grafis is actually no phone at all

Product Launch Yesterday

United Airlines Launches An Updated Business Class Program

The new Polaris product prioritizes customer service and updated modern amenities

PSFK LABS REPORT

Future Of Retail 2017
Transformation Strategies For Customer-First Business
NEW

PSFK Op-Ed Yesterday

Store Technology Expert: Why Retailers Must Invest In Store Associates

Jan Kotowski, Head of Product at Tulip Retail, shares his thoughts on how retailers should be preparing for the future

PSFK Labs december 1, 2016

Retail Spotlight: Home Depot Reimagines How Employees Conduct Tasks

The home improvement retailer puts the customer first by initiating local fulfillment centers and simplifying freight-to-shelf inventory management

Travel Yesterday

Video Explores Complex Museum Architecture

A mini video gives a quick overview of the most beautiful cultural buildings built

Sustainability Yesterday

Smog Vacuum Turns Pollution Particulates Into Unique Jewelry

A large device was installed in Beijing that sucks up smog and compresses it into small centerpieces atop jewelry

Fashion Yesterday

PSA Fashion Line Shines A Light On Victim Blaming

YWCA Canada is using fashion and sexist tweets to highlight how often we as a society blame the victim in cases of abuse

Syndicated Yesterday

What PSX 2016 Tells Us About The Modern Games Industry

Nostalgia and big brands are defining how the console market is being shaped

Financial Services Yesterday

VP: Why Messaging Apps Are Issuing In A New Era Of Commerce

Matt Johnson discusses how mobile messaging commerce is creating a different modality for interaction between retailers and consumers

PSFK EVENT

FUTURE OF RETAIL 2017
Conference Built Around Our Report Launch
BUY TICKETS

Innovation Yesterday

The PSFK Holiday Gift Guide 2016

Based on a year of research by PSFK Labs, we curated a list of innovative and unique holiday gifts

Retail Yesterday

Minute Maid Opens A Store That Sells Nothing

The beverage company opened a pop-up shop that encourages customers to write letters to their parents instead of buying a gift

No search results found.