Reimagining the store
Retail Brands are having to reboot their store experience strategies to deliver the needs of the new age evolved customer who is informed and is simultaneously shopping across channels. With brand loyalty being a passé, the brand is having to present its
With the ‘shop’ no more being contained in the four walls of brick and mortar, techniques used to attract, entice and convert customers are a combination of science and techniques used in both online and the offline stores.
The customer’s top expectations are the 4Ts in the Offline and the 4Cs in the online. With the consumer preferring to use both channels, the new-age physical store is clearly at the intersection of both channels. On one side the brand needs to very precisely introduce WHAT it stands for and WHY the customer needs to walk into the brand environment. On the other the brand needs to INSPIRE the customer to IMMERSE in the brand’s world and be willing to get intimate with the brand in a personalized CRM program.
The Store designer, Planner, Marketers and Visual Merchandisers are ensuring that the 4Ts and 4Cs are integrated into the reimagined role of the store, the 4Is, using different disciplines of design and technology.