How Brands Like Chanel Are Building Customer Loyalty With Exclusive Store Access
In this excerpt from PSFK's Store Experience Design Debrief, these five brands are dedicating store space to members-only products and opportunities, reinvigorating the demand for physical retail and strengthening consumer-retailer connections
Inundated by the seemingly infinite stream of new products and services that claim to be the next best thing, consumers are spreading themselves thin, losing connections with brands that may have taken years to build. Leaders across the retail market are searching for ways to restore these relationships, creating new ways to interact , engage and entertain their customers in the physical store.
PSFK identified trends happening now across the retail market that are succeeding in elevating the brick-and-mortar shopping experience despite the consequences of digitalization. Highlighted among them is the rise in exclusive access, where retailers are creating members-only spaces within the store footprint in order to reward loyal VIPs. In an excerpt from PSFK's Store Experience Design Debrief, here is how five brands are using exclusive in-store opportunities to strengthen consumer-retailer connections:
Dirty Lemon: The Drug Store
Direct-to-consumer beverage company Dirty Lemon unveiled its cashierless brick-and-mortar store in New York, which features a full cocktail bar in the back of the store intended only for the company’s VIP members (customers who order a case of Dirty Lemon at least one a month). The cocktail bar acts as a lab so that customers can try new flavors, and will also serve as a space for events and screenings.
Luxury fashion brand Chanel reopened its Fifth Avenue New York flagship store, expanding its space from three to five floors. The top floor is designed to feel like a chic New York City apartment decked with private salons reserved for celebrities and other VIP clients.
Luxury goods brand Cartier reopened its London flagship store to offer an elegant and luxurious experience resembling a home and exhibition space. The boutique also includes a private floor, La Residence, intended for Cartier’s top clients, complete with a bar, kitchen and dining room.
Performance retailer Tracksmith’s first brick-and-mortar store, the Trackhouse, hosts regular training runs and is intended to be a community hub for runners in the Boston area.
High-end jewelry retailer Tiffany offers top clients a secret salon hidden above the main shop floor. This exclusive venue offers VIP clients the opportunity to drink and dine for the day as they peruse Tiffany’s most prized jewelry. Additionally, customers can work with a designer to create custom pieces.
Nearly half (46%) of shoppers say that they prefer to buy in a physical location. For the full list of ongoing trends happening in the exciting and transforming brick-and-mortar space, download PSFK's Store Experience Design Debrief here.
Lead image: stock photos from Thanakrit Sathavornmanee/Shutterstock