The Container Store Used Consumer Data To Optimize Its Retail Store Design
At the Next Generation Store in Dallas, customers can personalize their organizational shopping experience by uploading a photo or video of their living or work space or receive individualized design advice, a move that incentivizes brick-and-mortar retail visits
Taking cues from its customers, The Container Store redesigned its Dallas location based on its findings. This Next Generation Store features 18 digital screens that grant customers access to The Organizational Studio, where prospective buyers can upload a photo or a video of their space, describe their organizational pain points and set up an in-store, one-to-one meeting with a design specialist.
The Container Store’s new immersive in-store design results from the brand’s research findings on its customers’ online behaviors. CMO of The Container Store Melissa Collins explains to CNBC: “One of the things we want to do is make our store more approachable. We find customers feel overwhelmed and intimidated. They’re not very organized—so they’re thinking ‘How do I get started?’”
With this in mind, the retailer aims to create an approachable space and environment for its customers to interact with its products. The objective is to create a more frictionless customer journey by personalizing each client experience.
Retailers such as Target, Walmart and West Elm recently added visual search interfaces to their websites and physical retail locations. While this function personalizes the customer experience, these platforms do not necessarily allow consumers to target a specific consumer pain point. By solving a specific need, The Container Store individually guides each of its clients through every stage of the consumer journey in a comfortable environment.
The high-value, in-store guidance from the brand’s specialists easily can result in organic opportunities to upsell consumers based on their specific needs. In an era where consumers often hide behind their computer and smartphone screens, The Container Store’s niche marketing strategy, hyper-tailored customer service and comfortable store environment encourage customers to seek out the potential benefits of the physical product and customer-human interactions.