And of course all of this is coming because of digital, yes. But also due to every new-entrant in any industry.
We’ve come to expect our services to work hard FOR US:
Come to me
Instant refund
Always on
No fuss / transaction
And those expectations aren’t limited to industry. They’re liquid and they infect retail fast.
Stores can’t function as a place to JUST BUY products. 57% consumers want stores to serve a higher function. (80% shoppers in china want other activities in store) (Capgemini report)
Nike+ Basketball Trial Zone: The Nike+ Basketball Trial Zone spans nearly an entire half court with an adjustable hoop. Consumers are able to shoot hoops, test basketball shoes and do custom drills with the guidance of in-store certified store athletes. Through a high-definition screen, dynamic lighting and directional sound, the Trial Zone immerses consumers in the sights and sounds of iconic basketball courts, including Dyckman Park and Golden Gate Park, with more to be added in the coming months. An adjacent wall is covered in a photo of a cheering crowd, captured at nearby Dong Dan Courts. The Trial Zone exists in glass walls and can be seen from the interior of the mall. There will also be a new KYRIE 3-themed screen option for the opening of the store.
Retail isn’t dead, it’s just not enough anymore
Thoughts:
There’s more than one shape of retail
The shape of retail has more than one disposition - A disposition is a quality of character, a habit, a preparation, a state of readiness, or a tendency to act in a specified way that is inherited or may be learned.
Chocolate and orange juice - mousse
Chocolate viennese with nitrogen (SHOT?)
Making a point of building experiences where committing time reaps greater rewards. The key behind this shape is not to funnel the customer to a purchase point, rather the ‘space’ (whatever channel) encourages the customer to linger.
The dwell can be either Physical, Mental or emotional and the ‘delay’ can heighten the pleasure of any current or subsequent purchase.
The department store becomes a place for a conversation.
Service over products.
“Sit and stay” VS “Grab and go”
Showroom / Guideshops trend
Slow retail. Purposefully creating experiences that savour the moment and take time.
For each 1% increase in dwell time, there was a 1.3% rise in spend, he added. “But it’s crucial that time in-store is not born out of frustration.”