Retail Trend Series – Pompous Playgrounds 13th August 2019
As part of our Retail Trend Series, today we will touch upon the fact that both Online & Offline people prefer multi brand stores over mono brand ones. Brands are getting their customers moving. By rethinking the shopping experience as a playground to be explored, consumers are trialing, discovering and finding products through play.
Sephora, France & Spain
The cult cosmetic and French beauty brand Sephora has launched a new store concept inspired by its Play, Share and Shop philosophy. The customer journey begins from the entrance with a giant slide and a piano stairway. The store is curated through four experience areas – ‘Trend Zone’ showcasing new trending products, ‘Beauty Hub’ allowing visitors to get advice from experts and ‘Beauty Classes’ to learn about makeup techniques and the latest cosmetics.
DISHING OUT THE DIRT
Dish & DUER, Vancouver
Denim brand Dish & DUER translated is product ethos into its store design, focused on clothing performing well. The brand developed a new shopping experience with the launch of its in-store Performance Denim Playground.
Featuring a tree house, swings and monkey bars, which customers can interact with whilst trying on the brand’s clothing to test their wearability. The concept aimed to create a un-store like atmosphere along with giving people an opportunity to physically test the products in interesting ways.
THE TRAIL RUN
Outdoor Voices AR app, Online, USA
American athletic clothing brand Outdoor Voices released an AR shopping app inspired by the spirit of outdoor adventures. Using technology similar to Pokémon Go, it encourages users to walk along trails in order to purchase products or collect discounts. Enabled by downloading the app and using GPS data, which notified runners of nearby activated trails and guiding them through an interactive map. Customers could walk closer towards the product to see any of the technical details and purchase it via Apple Pay.
49% of the people love to touch & try things out; 21% love to discover something new! Designing the shopping experience as a playground needn’t be limited to just a physical space – redesign the online experience or use ‘phygital’ technologies to make your shopping experience more discovery led.