Future Of Retail: Taking The Store To The Customer

In an effort to better connect with consumers outside of the traditional retail environment, many retailers are traveling to their customers.

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This post is part of a PSFK Consulting project aimed at providing insight into the Future of Retail. Taking The Store To The Customer 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
In an effort to better connect with consumers outside of the traditional retail environment, many retailers are traveling to their customers. Whether hitting the streets or visiting people’s homes, brands are creating unique experiences by delivering products and services directly to their audience often in unexpected locations.

Using social networking and offering location relevant services allows brands to create a deeper, more intimate bond with their customers.

Implications

• Consider what areas of the local community could benefit from a mobile service offering
• Provide customers with a feeling of excitement and exclusivity by notifying them about new retail locations on a consistent basis
• Deliver unique experiences based on a particular location or event
• Gain deeper insights and make more relevant recommendations by engaging your customers on their turf
• Utilize a mobile retail presence as an extension of your physical space to offer a curated, relevant selection of products and services

Supporting Examples For Taking The Store To The Customer:

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Burger Truck Whets Public’s Appetite For New Restaurant Chain
The BLT Restaurant Group has launched the Go Burger truck on the streets of Manhattan as a means of promoting the food at its soon to open chain of restaurants by the same name. the truck operates around the city seven days a week, tweeting its location to customers who are fans of haute burgers, hot dogs, fries and shakes.

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Truck Outfitted With Home Appliances Tours Country
Home appliance brand Haier showcases their range of products inside a traveling van decorated like the inside of a living room, offering guided tours to visitors and showing how a range of products might fit and function within their homes.

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Coffee Shop On Two-wheels
Kickstand is a mobile pop-up coffee shop in Brooklyn that travels throughout the borough to parks and community events via bicycle. the bike not only serves as a means of transportation, but also helps to provide a portion of the power used to brew the coffee.

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Hair Salon Brings Service To The Home
Hair Room Service is a US business created by Michael Dueñas that brings the salon experience directly to the client, offering in-room appointments in hotel rooms, homes or offices. as an added bonus, stylists are able to provide care tips and advice for the new cuts using items found within the home.

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Double-decker Bus Offers Elevated Dining Experience
World Fare is billed as the world’s first BUStaurant, a converted double- decker bus that serves cross-cultural food and drinks to the residents of Los angeles. the lower level features a full-fledged kitchen and window for ordering, while the upstairs offers open-air seating with views of the surroundings that change depending on where the bus opens up shop for the day.

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Liquor Brand Offers Private Cocktail Parties In Homes
In an effort to build its presence, gin brand Tanqueray is running a special promotion in Spain called the Private Cocktail Experience. on a microsite, visitors can sign up to host parties in their homes with the help of brand ambassadors and expert bartenders who will mix specialty cocktails and share information about the liquor.

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 Hotel, Polyvore, Starbucks and Target. The trends identified within this document and the examples used to bring them to life are inspired by innovation from around the globe.

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