How Stores Like Levi's Times Square Engage Customers With Co-Creation Studios
These three leading retailers are raising the bar in experiential retail by offering shoppers a selection of create-your-own products and services
For many consumers today, the items they buy are an important part of their identity, and they want their favored brands to help them express themselves. At the same time, today's customers can easily purchase an item online. Accordingly, a major way that physical stores are differentiating themselves and incentivizing store visits is by making purchasing a co-creation process.
Retailers are installing in-store personalization stations and kiosks that offer shoppers an opportunity to create their own products and content, creating a more experience-driven purchase that invites shoppers into the design process, allowing them to create an extension of themselves that ties them to the brand. From PSFK's Store Experience Design Debrief, here's how three retailers are engaging customers by giving them creative prerogative:
The Container Store
Storage and organizational products retailer The Container Store equipped its Next Generation flagship store in Dallas, Texas, with tools to let shoppers easily create their own customized storage solutions. In the Custom Closets Studio, shoppers can browse in-store models and consult with an in-store expert to help them build a closet with the layout that best suits their space and storage needs. The Organization Studio lets shoppers upload a photo or video of an area of their home they’d like to organize, then make an appointment to meet with an in-store expert who can help the customer develop a personalized solution free of charge.
Levi’s Times Square
Levi’s New York flagship is the apparel brand’s largest store in the world, at nearly 17,000 square feet, and focuses on customization and personalization, with four on-site tailors and direct-to-garment (DTG) printing capabilities. Shoppers can browse in-store iPads for style inspiration and create custom garments printed in store using photos and images from four New York-based artists.
Ministry Of Supply x Self-Assembly Lab
Apparel retailer Ministry of Supply partnered with the Self-Assembly Lab at MIT to create an in-store service that instantly tailors a sweater to a customer’s measurements while they wait. The process, called Active Textile Tailoring, uses a robotic heat gun and sweaters made out of a fabric that shrinks when exposed to heat, allowing the sweater to shrink to the desired size. This allows Ministry of Supply to mass-produce clothing in standard sizes while still providing customers with a greater range of sizes.
Co-creation studios respond to the overall consumer preference for personalized, unique products. For an extensive exploration of the best of today's innovations in physical retail, download PSFK's Store Experience Design Debrief now.