How Retailers Like Kohls Refresh Their Store With Partnered Shop-In-Shop Merchandising
From PSFK's Store Experience Design Debrief, here's how six companies partnered to enable exciting new products & experiences to drive foot traffic through shop-in-shop, gallery-style store design
The in-store shopping experience retains one key advantage over online shopping—the ability to see and touch items in person. As such, it remains a crucial channel for discovery, as many shoppers still visit stores to see what’s new. Retailers are forming collaborations with brands, inviting them to set up dedicated partnered galleries within a brick-and-mortar shop that offer customers exciting new merchandise.
Brand partnerships can foster moments of surprise and delight, adding value by giving shoppers access to a wider selection of merchandise and introduce them to like-minded brands. The following three collaborations demonstrate the mutual benefits of partnered or shop-in-shop merchandising:
Walgreens x Birchbox
Pharmacy store chain Walgreens partnered with Birchbox, the monthly beauty box subscription company, to turn the beauty aisles of select Walgreens locations across the U.S. into a Birchbox-branded experience where women can sample and shop Birchbox-approved beauty products. Birchbox trained Walgreens employees to give advice and consult on over 40 brands included in the space, featuring full-sized skincare, hair and makeup products. It will also include the chance to subscribe to the service, as well as its special BYOB (Build Your Own Birchbox) version, a signature element of Birchbox’s flagship stores in New York City and Paris.
Kohl’s x WW Studio
Department store retailer Kohl’s partnered with WW, formerly known as Weight Watchers, to offer a specially curated 1,800-square-foot WW in-store community space that will feature WW Healthy Kitchen products, including kitchenware and cookware, and will host WW Wellness workshops for local WW members in an effort to make wellness more accessible.
Banana Republic x Cos Bar
Clothing retailer Banana Republic partnered with luxury cosmetics boutique Cos Bar to create a beauty shop inside its San Francisco flagship. The 400-square-foot in-store Cos Bar features products from the retailer's luxury base, as well as a selection of new and less expensive brands. It has a full-service area, where shoppers can seek advice from Cos Bar employees and receive treatments such as mini facials, as well as a grab-and-go area.
69% of shoppers expect to see new merchandise when visiting a store, and brand partnerships are only one way to make it happen. For the full brief, download PSFK's Store Experience Design Debrief, out now.
Lead image: stock photos from Dragon Images/Shutterstock