This week some of the team at TMC were fortunate enough to venture to London to find out what’s going on in the world of retail. We pride ourselves in our knowledge of retail innovation so it’s crucial that we take trips out as often as possible to discover exactly what’s going on, who’s doing what and where the best sources of retail inspiration can be found.
Increasing dwell time in-store is a great way for retailers to push sales and we found various examples of best in practice.
The Goodhood Store
Number 14 in TimeOut’s top 100 shops in London, the Goodhood Store is just the right balance of style and substance. It’s become known as the place to go for London’s young creatives but doesn’t rely on reputation to draw in consumers. The inside of the store is clean, creative and concise – it’s incredibly easy to shop and the in-store experience has been carefully considered. As you venture downstairs, they have a café – making the store less of a drop-in and more of a destination.
Shop, gallery, café – this hidden gem is a jack of all trades. Its number 38 in TimeOut’s top shops for a reason and you can certainly tell it’s owned by two interior designers. With ever-changing artists in residence, and an eclectic mix of vintage, modern, textures and products there’s already a lot of reasons to spend a bit of time exploring Pitfield. Along with the Goodhood Store, they too have an in-store coffee shop to encourage you to spend that extra bit of time in their space of hidden treasures.
Celestine Eleven, Shoreditch
Down a quiet little side street just a stone’s throw away from Box Park, this boutique is worth stumbling across. The trend of adding an extra element to the retail space is carried through as they have a downstairs pamper room. Retailers adding to their mix of offerings is becoming a regular occurrence as they vie to become one-stop-shops and Celestine Eleven is doing it well.
Lululemon’s Long Acre store is their London flagship, opened in March 2014. For the yoga and fitness fanatics of London it’s the place to go, not only do they sell celebrity loved sports-wear, they also offer complementary yoga classes in-store. Offering an all-round experience to consumers is crucial and Lululemon have gone the extra mile. Not only do they encourage dwell time, they also give consumers a purpose to visit their store.
Things to come…
Our London expedition made it ever-clearer that no brand should limit itself to its core offering. The retail mix is continually changing, and in order to stay ahead of the game brands need to find ways to capture consumers’ attention. Whether it’s a place for people to meet, or an in-store installation, it needs to be relevant in order to truly represent the brand image.