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REINVENTING RETAIL EXPERIENCES
OMNICHANNEL APPROACH
Make people comfortable every way they want to shop
Traditional tools
- Telephone call
- Messenger
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