Top Tips for The Perfect Concept Store

7 Tips for creating the perfect concept store The world of retail is ever changing and evolving, becoming increasingly more complex and competitive. SPA Future Thinking provide an extensive understanding of the retail environment for both retailers and manufacturers to evaluate shopper motivation, behaviour and customer experience across many different channels and categories. If you would like to ﬁnd out more about our retail expertise please contact a member of our retail team. E: [email protected] T: +44(0)20 7843 9777 www.spafuturethinking.com innovation intelligence inspiration innovation intelligence inspiration Evaluating the success of concept stores, both at an initial launch phase or even six months after launch, can help retailers understand what has worked and not worked. So given that the store designers will build an innovative, modern, clean, stylish new store, what else should a retailer consider…. #1 Remember the shopper journey Ensure ease of shop. At a macro level it is vital to understand the overall layout whilst at micro level, ensure adjacencies, product locations work and displays encourage interest and engagement. #2 #4 #5 Size isn’t everything It is better to do a little well than a lot poorly. Don’t overwhelm your shoppers - be selective on ranging to maximise appeal dependent on the store size and customer typology. #3 Don’t forget to smile It’s not just about the products! Empower your staff to engage and deliver the brand message and enthuse customers about products on sale through approach and demonstration. Embrace Technology Utilise the role of technology by creating spaces that maximise the virtual and physical environment. When space is at a premium maximise the digital offer. Think digital catalogue or click and collect over drowning the space in product. Digital purchase tools accessed via iPads can help consumers navigate complex purchases, such as technology. #6 Competitor landscape Don’t forget the competition. Keep a close eye on what your competitors are doing well (and badly!) to ensure you manage your brand’s equity and stay ahead. #7 Whatever format your concept store takes, there is a need to minimise any disconnect between online and in-store. Will social media have a presence? Is your website optimised for mobile? Put customers at the heart of your brand The omnichannel experience should be seamless Give shoppers a reason to stay. It’s all about theatre and providing an unparalleled customer experience that encourages purchasing in the here and now. Think about themes, special events or exclusive product launches to maintain excitement long after the store has opened.

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Whilst Omnichannel has been identified as the future of retailing, there are an increasing number of retailers who are striving to reinvigorate their high street presence by reimagining the physical store, and driving brand engagement, through the development of concept stores. The role of the concept store is not new, but a growing number of brands and retailers are utilising them in increasingly innovative ways. Whilst shoppers will automatically associate concept stores with the likes of Apple, a variety of retailers and brands including Argos and Paperchase have been busy getting in on the act. Evaluating the success of concept stores, both at an initial launch phase or even six months after launch, can help retailers understand what has worked and not worked. So given that the store designers will build an innovative, modern, clean, stylish new store, what else should a retailer consider…. Click here to download our top tips for creating the perfect concept store including: • Remember the shopper journey • Size isn’t everything • Don’t forget to smile • Put customers at the heart of your brand • Embrace technology • Competitor landscape • Don’t forget the Omnichannel experience should be seamless Here at SPA Future Thinking we provide an extensive understanding of the retail environment for both retailers and manufacturers to evaluate shopper motivation, behaviour and customer experience across all channels and categories. For more information on concept stores and retail please call or email Annabelle Truscott on +44 (0)20 7843 9777

Transcript of Top Tips for The Perfect Concept Store

Page 1: Top Tips for The Perfect Concept Store

7Tips for creating the perfect concept store

The world of retail is ever changing and evolving, becoming increasingly more complex and competitive. SPA Future Thinking provide an extensive understanding of the retail environment for both retailers and manufacturers to evaluate shopper motivation, behaviour and customer experience across many different channels and categories.

If you would like to find out more about our retail expertise please contact a member of our retail team.

E: [email protected] T: +44(0)20 7843 9777

www.spafuturethinking.cominnovation intelligence inspiration

innovation intelligence inspiration

Evaluating the success of concept stores, both at an initial launch phase or even six months after launch, can help retailers understand what has worked and not worked. So given that the store designers will build an innovative, modern, clean, stylish new store, what else should a retailer consider….

#1Remember the shopper journeyEnsure ease of shop. At a macro level it is vital to understand the overall layout whilst at micro level, ensure adjacencies, product locations work and displays encourage interest and engagement. #2

Size isn’t everythingIt is better to do a little well than a lot poorly. Don’t overwhelm your shoppers - be selective on ranging to maximise appeal dependent on the store size and customer typology.

#3Don’t forget to smileIt’s not just about the products! Empower your staff to engage and deliver the brand message and enthuse customers about products on sale through approach and demonstration.

Embrace TechnologyUtilise the role of technology by creating spaces that maximise the virtual and physical environment. When space is at a premium maximise the digital offer. Think digital catalogue or click and collect over drowning the space in product. Digital purchase tools accessed via iPads can help consumers navigate complex purchases, such as technology.

#6Competitor landscapeDon’t forget the competition. Keep a close eye on what your competitors are doing well (and badly!) to ensure you manage your brand’s equity and stay ahead.

#7Whatever format your concept store takes, there is a need to minimise any disconnect between online and in-store. Will social media have a presence? Is your website optimised for mobile?

Put customers at the heart of your brand

The omnichannel experience should be seamless

Give shoppers a reason to stay. It’s all about theatre and providing an unparalleled customer experience that encourages purchasing in the here and now. Think about themes, special events or exclusive product launches to maintain excitement long after the store has opened.