Innovative Retailers of New York
When we talk about innovations in retail, it’s often about technology. That’s true as technologies bring automation, provide analytics and empower store associates. But innovation is not only about tech, it’s also about new ways to deliver a better customer experience. During our last trip to New York we have visited a few stores with unconventional retail concepts. Now we are thrilled to share our observations.
Sonos
Sonos is recognized for it’s wireless home audio system. Earlier, the only way to experience their products was a shelf at Best Buy or Target where customer can plug in an iPod and to evaluate sound quality at 20% volume in a large open space. It’s nothing close to what it’s like to use Sonos in real life—at home.
At the flagship store at Greene Street Sonos has done some great job creating a new way to experience their products. They have installed 6 soundproof rooms equipped with furniture and the whole Sonos product line. Visitors are invited to sit inside on a couch and to use an interactive screen. They can find their favorite music among plenty of streaming services available: Spotify, Apple Music, Google Play etc. Listening to the music you like rather than skipping tracks from a recommended playlist makes a big difference when choosing an audio system for your home.
Sonos team have been developing this store concept in California over two years. Now it’s a space that is made to feel like a home, not a store. You won’t meet sales people in store as well. Store assistants are rather music lovers as you. This is aimed to build a long-lasting connection between the brand and customers, not just to close the deal.
Pirch
Pirch is trying to set itself apart from other kitchen-and-bath retailers by letting their customers test-drive products. You won’t find departments with rows of appliances in the store. Instead, you’ll walk around different rooms where every piece of equipment is organically fit. Almost everything in the store works the way it would in an actual apartment or a house.
Every stove in the store is connected to real gas or electricity, every shower head and bathtub is connected to real water and also to a touch-screen device that turns it on or off. Such connectedness is another way that Pirch aims to be different from most competitors.
Story
STORY is a retail concept that is quite similar to a magazine. It changes like a gallery every four to eight weeks and sells things like a store. When setting a new theme, trend or issue, the store completely reinvents itself—from the design to the merchandise.
When it comes to a new story, it’s always an intrigue. It’s like waiting for a new issue of a favorite magazine. This concept makes customers come back to the store again and again. The store design is very interactive in order to create a strong emotional connection between the customer and products. STORY is more than a retail space, it’s like a media where curated brands tell their stories linked by one common theme.
Birchbox
The idea of Birchbox is to allow customers to try samples of beauty and grooming products by monthly subscription. After subscribers discover something they like, Birchbox makes it easy for them to then purchase the full-size product from its website. In other words, the monthly box is what fuels conversions on Birchbox’s online store.
Offline locations help Birchbox introduce their concept to potential customers. There is also an option to build your own sample box in store. Visitors may choose up to five beauty samples from five different categories. The process of discovering new products is fun and ties up customers closer to the retailer.
Space Ninety 8
Space Ninety 8 is a new pop-up five-story place by Urban Outfitters. It’s a space in Brooklyn where art, shopping, events, and dining come together under one roof. Retail space, galleries, a rooftop bar and gathering place for locals are merged into one zone that broadcasts a certain lifestyle and values, very appropriate to where it is located.
A selection of products and events agenda are perfectly matched for a hip community of Williamsburg. Some collections include products designed exclusively for Urban Outfitters. There is also a place for local brands and clothes thoroughly selected on a flea market. A perfect place for any style-hopper!
As you can see, there are a lot of options to bring innovations to retail without technology. Retailers should rethink the traditional purchase journey and find new concepts that will delight customers and make them come back again. Eventually, the main driver of retail is customer experience whereas technology is just a tool.
