VMRD - - Contents - Satarupa Chakraborty

US-based sports ac­ces­sories brand Lids, in a bid to bring their cus­tomi­sa­tion of­fer­ings to off­line chan­nel, has re­cently rolled out a “Phygital” for­mat at Times Square, New York. Spread across 700 sq ft and de­signed by Ohio-based de­sign agency Chute Garde­man, the store blurs the line be­tween phys­i­cal and dig­i­tal dis­plays with clever use of var­i­ous dig­i­tal in­ter­faces.

Lids’ lat­est for­mat is de­signed and ex­e­cuted as a so­lu­tion to Lids’ cur­rent ob­jec­tive: to en­hance brand po­si­tion­ing and aware­ness. It’s an ap­proach that be­gan by un­cov­er­ing a new tar­get, el­e­vat­ing cur­rent brand ma­te­rial for a more en­gag­ing store en­vi­ron­ment, and pro­vid­ing more op­tions to shop­pers for a more co­he­sive branded ex­pe­ri­ence. The space pro­vided a cus­tomi­sa­tion bea­con, which is of­ten viewed as a chal­lenge in the way to of­fer­ing a seam­less, more en­gag­ing cus­tomer jour­ney.

The new for­mat was the first to col­late ex­ten­sive con­sumer data and in­sights to for­mu­late the store de­sign. The mis­sion was to dras­ti­cally change the way all cur­rent and po­ten­tial shop­pers per­ceived and in­ter­acted with the en­tirety of the brand, which is why a nec­es­sary pivot in the tar­get mar­ket was in­sti­tuted to help guide the con­cep­tual and strate­gic di­rec­tion.

The in­stil­la­tion of both dig­i­tal and phys­i­cal dis­plays through­out the stores en­gages with an en­tirely new au­di­ence. Cus­tomis­able ar­eas are strate­gi­cally placed through­out the store to give the cus­tomer op­por­tu­ni­ties to browse, cre­ate and pur­chase. The “Lids Cus­tom Zone” has forged a tech-for­ward ap­proach to the de­sign be­hind the hat. A touch­screen for end­less aisle brows­ing pro­vides ev­ery cus­tomer with the op­por­tu­nity to browse

Lynn Rosen­baum, VP, Brand En­vi­ron­ments, Chute Gerde­man

Cus­tomi­sa­tion was huge with Lids, but the ex­e­cu­tion of that ser­vice wasn’t made as ev­i­dent as the brand wanted. We helped provide a de­sign that did just that, but also fit in the store in a way that still worked with our pro­posed cus­tomer jour­ney.

for prod­ucts. An em­broi­dery ma­chine is made vis­i­ble to cus­tomers to provide a more trans­par­ent shopping ex­pe­ri­ence. On­line and in-store pick up en­ables a more ef­fi­cient process over­all. The en­tire jour­ney is lined with strik­ing graphics, copy, fix­tures and en­vi­ron­men­tal aes­thet­ics to both in­form and al­lure Lids’ new tar­get in this re­vamped de­sign.

The end re­sult, a dy­namic new store de­sign that not only sur­prises ev­ery shop­per but has also dou­bled YoY sales. Most im­por­tantly, the de­sign re­mark­ably for­ti­fied the di­a­logue be­tween the brand and its cus­tomers while push­ing the brand’s value in new mar­kets as well. This com­bi­na­tion of per­son­alised and tai­lored shopping ex­pe­ri­ences is planned to be taken to 30-40 lo­ca­tions across North Amer­ica in a year or so, as re­ported by the brand.

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