Updated: Jul 27
Even though eCommerce is getting the most attention right now, can it be said that in-store shopping is a thing of the past? These retailers are ensuring the answer is no.
Unsurprisingly, 42% of UK consumers expect to shop more digitally after the pandemic, so brick-and-mortar stores need to innovate to turn the tides in their favour. By creating interactive and immersive store experiences, these three retailers are great examples of brands embracing the digital revolution:
Nike’s Super Shop
Nike's flagship store in New York, the aptly named Nike House of Innovation, is no ordinary store. Holding up to its name, the store includes numerous digital elements, creating an immersive, convenient and memorable experience for shoppers.
Image: The Speed Shop at the Nike House of Innovation Store [Photo: Nike]
Alongside customisation studios and instant checkout points, a stand-out feature is the ‘Speed Shop’. This interactive retail display allows customers to reserve shoes online to try on in-store. More specifically, customers can arrive through a dedicated entrance to find a locker with their name on, which can then be unlocked via their phone.
Mobile check-out is also available, meaning customers don't even need to speak to anyone if they want to buy the shoes. It's the ultimate in convenience shopping.
After venturing into the virtual world of Roblox in 2021, Nike also bought their popular Roblox experience to the physical store in 2022. The space housed visual elements decked out in the Roblox theme, while augmented reality features through Snapchat Lenses offered avatars and games.
Image: Nikeland at the Nike House of Innovation
Banco's Interactive Retail Displays: The Bank of the Future
Banco Popular Dominicano is the Dominican Republic’s largest bank with over 200 branches - and one of those branches stands out from the rest. Centro Digital is the first wholly-digital bank in the country, situated in Downtown Mall, Santo Domingo. The pioneering branch was Banco’s innovative way of defining a new digital service offering to customers, cleverly presenting their products and services using interactive technology.
Image: Banco's Central Digital Branch [Photo: Banco Popular]
Staff to stand and advise customers replaced traditional, transactional tellers; combining digital capabilities with their welcoming and friendly approach to customers.
Along with having the ordinary functionality of a bank, an event space features too. With a large screen on one wall and integrated digital cameras for streaming, the branch offers opportunities to launch technological innovations and host educational seminars. This presentation area also allows the bank to communicate its involvement with social initiatives, demonstrating how it interacts with the wider community and environment.
Image: Interactive Screen at Banco's Central Digital Branch [Photo: Banco Popular]
Leading the Way: Lush
Lush has long topped the list for creative, sustainable retailers. But now the eco company has taken the next step in their mission to be zero waste by opening three ‘Naked’ stores in Manchester, Berlin and Milan.
Image: Lush Store in Berlin, Germany [Photo: Lush]
Rather than spending efforts on reducing or revamping their packaging, Lush has gone big and taken it completely out of the equation. What about the information usually provided on the packaging, you ask? Using innovative technology, they've got that covered.
Customers simply download the Lush Labs app and scan products directly from the shelves using the Lush Lens. This allows them to explore content such as videos, ingredients and directions for use. The concept not only reduces waste but encourages longer, enhanced interaction with the brand.
The latest three stores follow the success of Lush’s dedicated bath-bomb store in Harajuku, Japan, which used the same app to display a video of each bath-bomb in action, including detailed information like scent and what effect they have on your skin and mood.
Image: The Lush Labs App being used in the Harajuku Store [Photo: Lush]
Why Do They Work So Well?
The pandemic years have undoubtedly seen online shopping dominate retail. However, this reliance on e-commerce has highlighted what shopping online can’t offer as easily, and that's a memorable and complete multi-sensory experience.
This holds particular importance for millennials. According to a study by the Harris Group, 72% of millennials would rather spend based on their buying experience than the product.
By investing in experiential retail, you’re giving consumers more reasons to walk into your store and spend time experiencing what your brand has to offer.
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