Wonderful world of retail experience

Since the rise of consumption due to the industrial revolution, types of retail, visual merchandising and experiential retail has exploded into our stores.

Reflecting on a recent lecture that we had to support our visual merchandising project, I was inspired to delve deeper into just some of the many forms of retail that where mentioned. Personally, I have always been one for detail and visuals, the two key components retail experience, and as a result the visual merchandising.

In a world where the highest spending consumers yearn for more than just ‘bog standard’, ‘in your face’ advertising, these new types of retail offering more, are not only useful, but essential.

I loved this quote from the lecturer, and felt it perfectly summed up visual merchandising…

“an elaborately staged spectacle of seduction, upon the consumer”

Reclusive retail – My understanding of reclusive retail is retail experiences that feel like they are a secret. Types of stores that purposely make themselves ‘hard to find’ or hidden away, so that once the consumer finds them, they feel almost special, and ‘woke’ for finding a niche hidden treasure. This type of retail is partly playing on the consumers ego, and making them feel unique, encouraging sales. Of course, the challenge for stores that choose this kind of retail approach is balancing and maintaining that reclusive feel, while still gaining popularity and stature.

Example:

LN-CC

High-end concept store for hip designer fashions, music & books, with a bar.

Basement 18, Late Night Chameleon Cafe, The, 24 Shacklewell Ln, London E8 2EZ

Isolation retail- This is retail that to me screams ‘I am enough on my own, I am so special and luxurious that I need to be held up and marvelled, not stuffed amongst hundreds of other products’, basically a little bit snobby, but it works. Displaying products in more of a gallery/ exhibition form, creates a kind of buzz and interest around a piece that perhaps may have been overlooked. It gives the product a kind of vip, prestige status, and instantly makes it aspirational. Also, isolation retail, shows one of each product, if not very limited stock. Although the lack of stock is most definitely just part of the display, and they have a tone in the back room, it is human nature to want what is limited, and what we don’t have, so again the method can prove very effective.

Example:

 Gallery Aesthete

Medi-lux retail – This is a type of branding I have spoken on here about before, and as with the ‘clinical beauty’ trend remaining ever so popular with product branding, the same goes for retail. The clinical, polished aesthetic instantly makes the store seem legitimate and trustworthy. This style of retail and branding is combining the trust that is gained for scientific, clean and clinical feeling things, while still maintaining a pretty, inviting aspect.

Example:

The ordinary

Philanthropic retail- Retail experiences that make you feel good, for doing good. Ethically conscious brands/collections, that make this clear in store. The consumer can instantly feel as though they are doing something to actively tackle issues such as fast fashion, and therefore feel encouraged, and ultimately less guilty to purchase. I am all for ethical brands, however I do wonder if bigger brands, such as the example below, that use this kind of retail to from an environmental point of view, play on people’s conscience and guilt to increase sales, and ultimately just do more damage.

Example:

H&M – conscious collection

Do-tail – This is a type of retail I struggled to find an example for, however recently came across in my own work place. Do -tail is when customers can gain a new skill, while in the retail experience. This type of retail makes the customer feel good, as though they have achieved something, and also adds a more sentimental connection to the product, encouraging further sales.

Example:

Rowan

High quality yarn/ wool and patterns for knitting

Rowan recently opened a small branch within the store I work at, and offer a chance for customers to try out knitting some easy patterns in store, in a relaxed, cosy environment. I have seen first hand how this DIY, relaxed, skill building activity has encouraged sales and footfall massively.