The future of retail design

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REINVENTING RETAIL EXPERIENCES

OMNICHANNEL APPROACH

Make people comfortable every way they want to shop

Traditional tools
  • Telephone call
  • Mail
  • Messenger
  • Whatsapp
In store tools
  • Physical shopping experience
  • Private appointments in store: time slots
    • Up to 5 customers at the same time
    • They have the store to themselves
    • ex: Nike House of Innovation
Online tools
  • E-shop
  • Online chat
    • Chatbots
  • Live sales in live streaming
    • filmed sales, modern version of QVC shopping
    • influencers try out the products for the customers in live
    • very popular in China
    • ex: Gucci live by Gucci
    • ex: AliExpress pop-up in Paris
  •  
  • Virtual stores: ex Clarins virtual store, Lancôme virtual flagship
  • Virtual consultations, visio shopping, online private shopping, conversational shopping
    • Zoom with a salesperson
    • Shop around the store virtually
    • Shop back home
Phygital tools
  • Drive to e-store tools
    • Visual Search Mode: ex AliExpress pop-up in Paris- see the physical product, order it on the app, receive it at home
    • WeChat: ex Burberry Open Spaces WeChat program
    • Selling tablets, get introduced to the rest of the collections, unavailable on the spot: ex Maisons du Monde
  • Drive to in-store tools
    • Click & Collect: ex Célio- order online, select your shop, confirm your order, pick up in store
PHYSICAL STORE CHALLENGES

Towards a customer-centric approach

  • Customers become guests
    • Even though they might or might not complete any purchase in store
  • Brands now connect with a lifestyle
    • Which is why department stores struggle at the moment
    • Sales advisors, as brand ambassadors must pass over their brand knowledge to the customers
  • Personalized services

Becoming a community & participative hub

  • Learning academy
    • ex: Truffaut store
    • ex: La Redoute Intérieurs
  • Coworking space
    • Possibility to co-design
    • ex: IKEA Home of Tomorrow
    • ex: La.salle.de.sport by Reebok
  • New lab expert workshop
    • ex: IKEA Paris Madeleine
    • ex: Aroma Zone Saint Lazare
    • ex: Atelier Cuisine ZôdioLab de Zodio, Chambourcy store, France
  • Materials workshop
    • ex: La Redoute Intérieurs, Paris
    • ex: L’atelier du bricoleur, Leroy Merlin, Paris

Becoming a social hub

  • Inspirational
  • Social media friendly
    • instagramable
    • millenials can share the experience on social media

Safety

  • Social distancing
  • Hygiene

Sources: Designscape London 2020, Maison & Objet Digital Fair 2020