Angela Thompson shares key insights from this year’s retail study on patterning and experiential tactics by major brands.
Of the 12 stores patterned, 4 main themes emerged: Tech-enabled, Personalization, Sustainability and Brand Immersive
Tech-enabled experiences were the most distinctive yet varied widely. Checkout innovation was featured in Uniqlo with an RFID-enabled self-checkout and combining Starbucks with AmazonGo to collaborate in a “just walk out” experience.
The Clinique Clinical Reality AR mirror was the only try-on experience, though Google’s tech-dedicated rooms allowed customers to experience the products in a life-like rooms
Personalization was observed as a conversion technique in Reddy by PetCo, Timberland, Wilson Sporting Goods, Uniqlo. In these stores, customers were enticed with on-site personalization with products purchased in that specific store
Sustainability was a focus in Uniqlo with their ReUniqlo repair shop, as well as Hanky
Panky and Timberland to recycle unwanted underwear and boots, respectively, in exchange for a discount on new items
Four of the stores observed created an in depth brand immersion experience, which consumers would not find elsewhere.
Espirit, Glossier, Google and Starbucks Reserve created spaces and experiences which were buzz worthy and engaging
Uniqlo was the most unique store patterned as a whole with its repair center, design center and RFID enabled self checkout
Key points include:
- Store-by-store recap
- Patterning observations
- Customer experience
Access the full report, 2023 EXPERIENTIAL AND DISTINCTIVE RETAIL PATTERNING, on ThompsonMarketingConsulting.com.