Nowadays more or less all reputed brands are selling through the online platform like Amazon, Flipkart, Wayfair, Overstock etc. which have made buying so easy for people sitting at home. Consumers enjoy a vast choice about how to buy, what to buy and from whom to buy. So it’s really a great challenge to the brands to run successfully their stores.
Retail marketing has become very competitive and so it’s very important for brands to adapt and suit the customers’ delight to stay firm in this run of increasing retailers. They must come out with innovative marketing strategies in order to survive in this competitive market. The experience they offer customers should be memorable, shareable and repeatable.
Let’s take a glimpse of such 5 reputed brands which have come up with new retail makeover strategy and are getting good results.
Sephora is doing an impressive work to make shopping more of an experience at both on-ground and online stores. Sephora’s “The Beauty Workshop” has been very popular in stores whereas their beauty-tips videos agenda “Beauty Talk Community” has attracted customers online as well.
Sephora stores have turned more into beauty education center where people can go and experience makeovers with experts. They also offer beauty classes over topics like “Age-defying Skincare”, “Teen Makeup”, “No Makeup Look” to keep it interesting. Customers can also subscribe to “Sephora’s Play” to get a box in the mail with deluxe, curated samples per month and give feedback to custom the service.
Activewear retailer Lululemon has turned their stores into studios to provide customers with yoga classes by local instructors and also their website gives an “inspiration’ section that works as a directory to avail experiences at nearby stores. It’s much like a lifestyle cult that provides a living experience in place of a stoic wear brand.
Lululemon pays attention also to mobile-equipped shoppers. From 2014, their RFID service solves customers’ problem via online when something isn’t available at the store. “The Concierge”, Lululemon’s New York City store, recommends nearby classes and also books classes for the customers on the spot. The store is witnessing an upward movement in sales with the adaption of these marketing strategies.
Kohl’s has developed advanced technology offering customers to shop online, pick up in store and ship from store. They are using leverage technology as the main weapon to delight shoppers and fulfilled 39% of orders via this trio last year. Their digitalization focuses on customers’ analytics, data, and insights. Kohl’s making smarter decisions also around merchandising, allocation and localization of stores. By the end of 2018, their every store will be unique and different from the others.
“Kohl’s Pay”, a mobile payment service exclusively for Kohl’s charge customers, provides the delight to shop, scan, save and pay via this app in-store.
Having launched its first stores at San Francisco and Manhattan in 2014, Rebecca Minkoff endeavors in translating several benefits of online-shopping in details. With eBay’s collaboration, both the spots offer a big interactive screen at the entrance where customers can check-out products, pick up items to try and even order beverages to enjoy via on-screen recommendations.
Customers enjoy the favor of their app while shopping in-store. The fitting rooms are set up with iPad-wielding sales associates. RFID-tagged items, displayed on an interactive mirror, offer shoppers a delightful shopping experience too. Minkoff stated that their advanced technology makes customers comfortable while choosing and trying items, by decorating the fitting room with goods accordingly to their favorite colors and sizes.
According to a Forbes article, the keyword of Apple’s in-store success is their staffs. They’re hired, trained and taught to engage with the customers in the best way. Their playbook is providing shoppers the perfect friendly, warm, creative services, by all means, solving their problems to the best and making them happy.
The stores are flexible and bring their online experience to life, according to Van Epps, Global Chief Product Officer at Mood Media. Apple’s in-store transactions happen all around, even at the point of product engagement, and not limited just to cash registers.That makes customers feel comfortable to deal with their brand.