Retail is undergoing a massive change as bricks-and-mortar stores are evolving for a digital-commerce age. Shopping is shifting from an activity that takes place to a value exchange that can play out in multiple new and novel ways. In the lead up to the all-important Christmas season, there’s ample room for Irish retailers to examine how digital technology can help them drive footfall towards in-store.
Considering that around 70% of online Irish consumer spend goes out of the country, digital technology can be used to keep more revenue in Ireland. While the pace of this change is rapid as consumer attitudes and habits are fast-changing, many retail innovations have yet to make it to Ireland, so there's a real opportunity for an Irish brand to take leadership in this area.
Our colleagues in JWT have compiled a report, 'Retail Rebooted', which documents this momentous shift. The report focuses on how bricks-and-mortar stores will increasingly serve as a “third space” that’s only partly about transactions. Given that consumers have grown accustomed to researching and ordering goods online and rarely need to leave their homes to shop, the physical retail store experience has to work harder—and in some cases rethink their purpose altogether—to justify their existence. The hard sell is becoming less important than providing something more fun, helpful, satisfying or distinctive than e-commerce can offer.
Added services and experiences go beyond the typically transparent attempts at driving sales, giving consumers more reasons to enter their spaces and spend time with their brands and products. This shift is accelerating, with a wide spectrum of retailers looking to Apple and other early innovators as they strive to make an in-person visit worth the shopper’s while. A third space experience might involve getting advice, talking about or testing a product, connecting with customers or staff over a shared interest, or having a relaxing space to rest mid-shop. These all serve to reinforce the brand.
As retail becomes more automated and the windows of interaction with the tangible product and live salespeople become smaller, the in-store experience is increasingly paramount. Using digital technology as part of the in-store experience is an area rich in promise. For example, do you present your video content in- store through interactive displays? Can your customers socially share items as they see, to get a second opinion from friends? Or have you used Google maps to digitally map your store interior so customers can find the latest offers by using their phone as they walk through it?
Louis Vuitton’s new Singapore flagship is a striking stand-alone store created by a star architect (Moshe Safdie) and interior designer (Peter Marino), and featuring a private jetty for shoppers arriving by yacht. The nautical-themed design incorporates a large piece by Turner Prize-winning sculptor Richard Deacon.
Thanks largely to mobile technology, almost anything can now be a retail channel such as banners, bus shelters or press ads – like this bus shelter digital store from Woolworths. Transactions are not simply moving beyond physical stores to the digital space - rather, brands are getting increasingly creative in where and how they sell their goods.
RT : We've made the shortlist! GoTeam …
RT : "In an age of endless content we are starving for authenticity" of Reddit.
RT : Is UX an opiate for the masses - "we need to radically reform attention economy given what happened today (trump) …
RT : "The real magic happens at the intersection of the physical world and virtual reality " from Google ATAP …
RT : "Are we designing to help us Get a Life well Lived (GLL) and not Get Things Done (GTD)" from of …
RT : "We have responsibility to create ads people want"
Great vibes from in the office today
Go and check your profile. There might be some changes to your information
We agree the UI changes are nice but the logo lacks imagination.
RT : The winner of Acquisition Strategy goes to and !
RT : Yes! Gold for acquisition category
RT : Great job - 2 awards won so far for
Our social content manager learned to fail >
Unbelievable last day of incredibly inspired by 👏🏼. Thank you for organising an amazing event 👌🏼
Blown away by great ending to a great day
Amazing talk from to kick off day 2 of
Hey 🙋🏻 thanks for the healthy, tasty goodness on 👌🏼
RT : Getting into that Easter spirit today in the offices
Looking forward to the seminar in the
Would you replace your email for in the future?
Great work super campaign!
Our copy writer talks microcopy and how every interaction is a chance to charm
RT : The longer you can avoid growing up, the better; in literature & life! Our favourites
RT : Want to ask a question? He will be live, March 1st from 6-7pm. Send in your Q's now using h…