anna.yhshihPeople are returning to stores after two-year shopping online, but what will keep bringing them to visit stores in the future?
With soaring e-commerce during the pandemic, people now assume that shopping in physical stores for different purposes. According to the report from McKinsey & Company, there is expected more than 15% of customers will continue shopping online in their skincare, makeup, apparel and accessories categories after the pandemic. At the same time, we can also see many people returning to shop in physical stores. However, from my Reading Note: Five key points to reshape the future of stores can see customers’ expectations have changed. Now the competition is fierce online and offline.
The reopened Dior flagship store in Paris can be the case to show how to meet shoppers’ expectations of the new stores. This new, 10,000 square-metre Dior flagship now accommodates a gallery space, restaurants, gardens, suites, and more. These different purposes are to lure people into checking in. It also offers all sorts of ready-to-wear, leather goods, jewellery and beauty to complete the shopping experience and attract customers, from the ultra-rich to the middle class.
So what we can do to transfer these ideas into new brick-and-mortar stores to attract customers? Here are three main ideas generated.
Make the store a unique reason for people to visit.
When people can easily buy anything just by clicking the button on their mobiles, the reason why they have to come to the store is becoming the most crucial thing for stores. Especially, time is precious for tourists when travelling is not easy compared to the period before the pandemic.
Therefore, nowadays, stores are more likely a space for brands to show their brand DNA which includes a clear brand image and a sense of the feeling of the brand to allow their customers to immerse themselves into this atmosphere. This way is to maintain their loyal customers’ interest and bring some ideas to potential aspirants.
Some brands also make unique store design by adapting local culture into their merchandising and display. It ensures every branch has its style to let visitors feel excited to explore. At the same time, it can also build a better connection with the local community.
Also, some shops have expanded their business by opening a cafe or collaborating with other local businesses. It offers different reasons for people to visit and can experience brand stories. For example, I visited a Uniqlo flagship store in Taipei to see their flower stalls. Finding flower shops in Taipei city centre is difficult because the high rent is not affordable for small businesses. So when I saw bunches of flowers and plant pots, I felt happy and could feel the lifestyle the brand wants to deliver to consumers.
Then finally, the location of the stores is crucial too. The convenience of visiting is essential to create higher footfall in retail. Sometimes a good place can also easily offer more services like collecting in the stores to connect the online business.
Fulfilling more categories of products to reach more level customers or aspirants.
Brands try hard to keep people coming back to shop by offering more options. Even some digital native brands have started to extend their product line to keep customers interest, provide various choices and boost profits. For example, the well-known wool sneakers brand Allbirds has sales garments on its website to offer a whole style concept of the brand.
It is an era when people know what they want, and then they will check directly on the internet to see the most reasonable price or convenience to purchase for them. So, when people go to stores, especially fashion stores, they instead explore their sentiments of beauty and creation. Thus, a store that fulfils various products with an exciting display may trigger them to explore the store and lengthier the time for visitors to stay there. Furthermore, it is a way to convince your customers to purchase more.
For instance, the premium Italian knitwear store I worked for was a two-floor store on Regent Street. We offered not only garments but also a tiny portion of accessories like shoes, bags, and necklaces to complete our collection. These accessories not only present more precise ideas for customers but also boost sales by attracting some people who can’t afford the pricey cashmere jumper. This little stuff offers them a chance to experience the style and the brand conception.
However, be careful of how to do the visual merchandising and keep your brand image in mind. It is not a hypermarket but a place to communicate with your audience. Focus on quality but not quantity. Don’t mass up the shop floors by putting everything out unless there is a rational reason.
Increasing consumer engagement and interaction with staff.
One of the most inspirations of this global pandemic is that people realise how important for human beings to stay connectin with other people. So that is also a critical reason for shoppers to go to physical stores; we want to talk and interact more with people.
However, the staff in shops are no longer just checkout assistants. Most of the stores place with self-checkout kiosks, so the roles of sales assistants also need to update. For fashion-related stores, sales assistants are expected to show more knowledge of brand and goods and, most notably, a sense of fashion.
For example, when I worked at the shop, customers liked to ask my opinions on the trends and how they could pair these items with their clothing. Some also wanted to know the history of the brand, what kind of cloth material and how they should take care of them. Through these interactions, not only do customers build trust with the brands, and also you can get feedback about the products from chatting with them.
Another essential service of the store is to offer a seamless service connecting online and offline shops. People now get used to ordering online and then waiting for the delivery or collecting in stores. But it is an excellent opportunity to attract people back to stores when they come to collect their orders. They may want to look around stores, which is a good point for staff to help and boost their interest simultaneously. So, they can purchase whenever they want without any pain. Usually, people will feel more optimistic about the whole shopping experience.
In conclusion, the retail competition is no longer between online and offline. Now consumers are getting used to shopping omnichannel. Brands have to carefully think about what kind of value they want to present by visiting stores, what option of products customers can see, and how visitors get a unique shopping experience by interacting with staff.
