Retailers must place greater importance on edgy experiences, GlobalData

Clothes and footwear stores must evolve to places that can be experienced not just shopped, says GlobalData.

Hannah Abdulla, Apparel Correspondent at GlobalData, comments: “US clothing store sales fell 1.7% during September and it’s a similar story in the UK. According to the British Retail Consortium the number of store visitors is down 10% over the last seven years alone. It is a tough time for stores and with today’s consumer placing greater importance on ‘experiences’, retailers must respond quickly to stay relevant.”

One idea is immersive shopping experiences as demonstrated by Adidas which has launched its LDN store on Oxford Street. This includes a Bring It to Me feature which uses in-store geolocation tracking to provide an uninterrupted browsing experience.

Shoppers can scan products, check stock, request their size and purchase on the spot as they shop without the need for queues or designated collection spaces. Interactive changing room mirrors use RFID technology to recognise products and provide information, with shoppers also able to request different sizes and colours without leaving the space. On-site seamstresses can make final tweaks where there are sizing issues.

Abdulla concludes: “At a time where online is completely capable of providing speed, convenience and choice, bricks and mortar stores need to up their game and provide something edgier and that delivers greater value. Tech-savvy consumers are after a more interactive experience and, when done correctly, bricks and mortar stores are ideally-positioned to offer this.”