It was a question I discussed in a recent Clubhouse room I co-host with Jo Czutkowna, Founder of ‘I went shopping today’, Ngaire Takano Circular Textile Sourcing Advisor and Koshe Salihy of ‘Cloth.387’.
There were a number of different ideas considered and whilst the current economic situation is challenging, the future looks and feels exciting and inspiring.
We all know that the retail experience is inherently based on the user experience and making it as exciting and innovative as possible. Selfridges for example and for a limited time, have acquired a license to host weddings, are planning an outdoor Soul Cycle fitness studio and Stella McCartney will be serving up vegan goodies. As well as the user experience becoming more interactive and exciting, efficiency and speed are also key components for future success.
According to Vogue Business, 37% of Gen Z consumers want to be able to quickly and conveniently navigate a store, 31% want easy payment and 17% want personalisation.
This week saw Victoria Beckham launch a concierge service where her London clients can pay GBP 15 for a stylist to deliver garments to her customers homes to try on - with no obligation to purchase or use the stylist services, making the user experience for her clientele quick and painless.
Personalisation looks to be a key component for future success. Something that Anya Hindmarch has incorporated into her newly launched retail space; The Village on Pont Street. The London location, where she launched her first retail space in 1996 has launched a further four spaces, a cafe, a pop up salon, a plastic shop, dedicated to her passion for circularity of materials, and ‘The Labelled Shop’ dedicated to the art of organisation, and includes an onsite embosser offering personalisation.
Whilst online will continue to gain significant market share the user experience can also be enhanced by digital technology which will also drive the future of physical retail.
& Other Stories, the retailer has installed vending machines into its flagship store in Paris. The vending machine allows their customers to try a range of beauty and fragrance products from the brand. The vending machine has a large touch screen. The touchscreen allows the customer to explore the range of products and enhances the user experience as it presents the products in a story-telling capacity - telling the customers who they are. It’s efficient too - making it easy for the customers to find these ranges as they are not scattered throughout the store.
Nike in their flagship New York store has created an immersive and highly convenient experience for shoppers that includes personalisation through customisation studios, instant checkout points and something called the ‘Speed Shop’. This allows customers to reserve shoes online to try on in store. Customers will arrive through a dedicated entrance to find a locker with their name on, which is then unlocked via their smartphone which has the shoes inside. The icing on the cake? Customers, if they want to buy the shoes in question, can check out via mobile - no need to speak to anyone or stand in a queue. The ultimate experience in efficient, exciting and innovative shopping.
Something I listened to this week that aligns with our Clubhouse discussion was a podcast by Vogue Business who invited Julie Bornstein, co-founder of an innovative mobile app called The Yes, to talk about her app. Currently only available in the US. I definitely see this app shaping the future of retail.
It’s data and tech to the core. The app has a gamified approach that allows customers to ‘yes’ and ‘no’ to a cycle of products, save them and build their own lists. The customers give feedback to their own shopping experience to continually improve it. The more you use it, the better it should understand your preference for brands, colours, shapes or even down to the type of neckline. In this way, the algorithm is built to adapt to each user.
As well as understanding their customers on an intimate level and helping them shop easily and efficiently, The Yes is also committed to supporting their brands to thrive for the future. Brands receive insights from The Yes - equipping them with useful data for future growth and success, as well as gaining a new customer base - the product is sent directly to the consumer from the brand. The company mission is built on these dynamics.
It’s a brilliant concept which also helps brands to succeed in a notoriously challenging industry. It enables a great customer experience - a personalised shopping experience for all. Time well spent!
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