MOVING URL TO IRL: WELCOMING CUSTOMERS BACK IN STORE
WeAr ASKED INTERNATIONAL RETAILERS ABOUT THEIR STRATEGIES TO ENCOURAGE CUSTOMERS BACK IN STORE NOW SO MANY ARE USED TO ONLINE SHOPPING
IDA PETERSSON (1) MEN’S AND WOMEN’S BUYING DIRECTOR, BROWNS, LONDON, UK
At Browns, we feel that experiences that go beyond product and an ever-evolving assortment can capture the hearts of our digital-leaning customers and get them back to shopping IRL. This April, we open our new flagship boutique, Browns Brook Street, which takes its cue from the success of our east London store, Browns East, an experiential space that blends the essence of both digital and physical retail. The customers at Browns Brook Street will encounter exclusive products, immersive experiences and a whole floor dedicated to clienteling. Layered technology will enhance the in-store experience, featuring our connected mirrors. The store is a journey in itself, set in a beautiful Grade II* building with handpainted wallpaper, a ballroom for gatherings and a secret garden. Finally, we launch our first dining experience in partnership with Native, a zero-waste concept featuring local and sustainable produce. Our new home is one of a kind. www.brownsfashion.com
HENRI MYERS AND TOM BLACKIE (2) CO-FOUNDERS, MAISON 10, NEW YORK, USA
We like to think shopping at MAISON 10 has always been a destination experience, but we’ve taken that to the next level post-pandemic by introducing largescale, interactive art installations. Right now, we’re featuring STATIC HEART – a giant, anatomical heart sculpture by artists Megan Suttles and Rainy Lehrman, which is suspended from the ceiling and changes color, pulsating like a heartbeat. We’re also featuring a neon sign by LA/NY street artist Dirt Cobain – both pieces are instantly Instagrammable. Back in December, we also introduced a monthly makers’ market, M10 MKT – a special, socially distanced shopping event where customers can meet designers, artisans and the featured artists behind our hand-selected curation. It’s a way to discover new products and brands and embrace each guest with the feeling that they’re part of the MAISON 10 community. www.maison10.com
CLAUDIO ANTONIOLI (3) OWNER, ANTONIOLI, MILAN, ITALY
At Antonioli, we’re prioritizing personalized assistance with the highest hygiene standards that can also take place over the phone. Our main objective is to maintain a continuous relationship with our customers – even via technology – if they cannot physically come to the store. We are always at hand to advise them if they have doubts, keep them updated on new arrivals, and offer a selection based on their interests both on and offline. antonioli.eu
THIBAUD GUYONNET (4) CREATIVE DIRECTOR & HEAD OF BUYING, VOO STORE, BERLIN, GERMANY
The physical space has always been the soul and core of our concept and story. That is where it all started. You simply need to give the customer good reasons to come back to the store: a curated selection, good service, experienced staff and an overall pleasant shopping experience. To me, it is the same as a good restaurant. Why would you go there instead of simply having your food delivered? You want the experience.
Through our communication, we also try to create a bridge between the store in Kreuzberg and our online store that is a vitrine for our international customers. The vision, selection and language are the same. The communication is very personal, authentic, approachable and places us here in Kreuzberg. vooberlin.com
MARGO KONINGS & WYTSKE POELSMA (5) OWNERS, MAGDA BOUTIQUE, EINDHOVEN, THE NETHERLANDS
We are grateful for the opportunity to welcome back customers. With the current Covid-19 limitations in the Netherlands [at the time of writing], stores are not freely open to the public, but by appointment only. We turned this restriction into an advantage, as we now have the opportunity to offer our customers a more luxurious experience where all attention goes exclusively to them. We have more time to guide them through the collections, assist and advise them. Our customers appreciate this ‘exclusiveness’ and enjoy being able to take the necessary time to see, feel and fit the collection live. We have also set up an online boutique, which is utilized to make a pre-selection. www.magdaboutique.nl