3 Stores rethinking in-store interactions

Innovation and inspiration to kick start your week

Customers are encouraged to not only admire the luxury silk products at Hermès’ Nordstrom pop-up, but also to interact with them. The space is a first for Hermès who usually display designs in glass classes or under the watchful eyes of sales assistants. Instead customers are encouraged to skim through the hanging silk scarves or admire the jewellery. The ‘silk room’ is the space’s centrepiece as hundreds of colourful silk strands dangle from the ceiling inviting visitors to walk amongst them.
Household takeout: Consider challenging conventions and rethink how you display your products to best showcase product quality. Tactile and playful displays will draw in customers and potentially attract and engage a broader market.

Sony Square NYC’ is the company’s first experience store and focuses on customer interaction. The space acts as a playground for customers to test the latest products whilst immersing themselves into their favourite games. The front of store will be used to host a range of events and experiences to help visitors embrace their creative side. Products in store will be rotated every four to eight weeks creating a continual sense of discovery and excitement.
Household takeout: Look to continually update and refresh your store offer whether this is through new products, promotions or hosting events. A dynamic store environment will keep your store ‘alive’ and ensure customers come back again and again.

60 per cent of US luxury sales are swayed by digital retail activity. (Boston Consulting Group, 2016)
With in-store experiences increasingly being influenced by customers’ online retail activity, Saks have opened a second department store in New York that rethinks the connection between online and offline experiences. The concept store, ‘Saks Downtown’ is inspired by the online shopping experience. Some clothes are displayed laid flat, as if they are being viewed online and the central area has a circular layout, inspired by the endless scrolling of online browsing. The store also features a range of up-and-coming designers and customers can even pop in for an stylist appointment in the beauty department.
Household takeout: The line between online and offline experiences is continuing to blur. Look at how you can apply learnings from one channel and translate this to others to create a truly intuitive shopping experience.

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