4 stores that are ripping up the rule book of bricks-and-mortar retail

Consumer patience with outdated stores is fading.  As discussed in our previous blog – make better communication your store’s New Year’s resolution – 43% of shoppers have voiced their frustrations with in-store service, and it’s fair to say that now’s the time to invest in new ways to impress and delight.

Of course, there are some retailers that are already staying ahead of the curve, innovating their traditional store formats to reinvent what physical retail means to shoppers. The future of the store relies on its ability to wow the customer every time they visit – here we list four stores that enhanced their experience to do just that:

McDonalds – build your own burger

There are countless fast-food outlets out there; couple this with the expectation of speedy service, and you’re in an environment where it’s especially tricky to stand out. However, McDonald’s has found a way to tick both of these boxes with its latest piece of technology.

The fast-food giant has added a ‘build your own burger’ kiosk to one of its New York restaurants, allowing diners to choose from dozens of ingredient combinations to create their ideal order. Founded with an easy-to-serve menu, it was certainly a risky move for the retailer, yet one that answered their customers’ cry for variety.

Cranleigh Bridal – virtual bridal party

Back here in the UK, a bridal shop in Surrey has found its own way to offer a unique experience to customers. Cranleigh Bridal is the first store in Britain to be fitted with a mirror that has integrated Skype capabilities, enabling brides to call friends and family to show them their dress choice. This really plays to the emotional investment in planning a wedding, significantly enhancing customer satisfaction.

House of Fraser – scan the glass

Black Friday is now an integral part of the UK’s retail calendar, and shoppers are taking notice. In 2015, House of Fraser used the event to pilot a new way to entice passers by.

The department store created shoppable windows, integrated with augmented reality technology in its flagship London store. Consumers passing the store were able to use the House of Fraser app to scan the glass for a full list of Black Friday deals, reserve items and pick them up from a collection point. It was a launch that was perfectly timed, appealing to busy festive shoppers when the queues were likely at their longest.

Tommy Hilfiger – straight from the runway

New York Fashion Week is a designers’ chance to showcase their latest creations to the world. A lot of time and budget is spent to ensure that the runway show not only highlights the clothes in the best way, but is a memorable performance. But while it’s easy for those in the audience to be blown away, what about the brand’s wider customer base?

Tommy Hilfiger has managed to include brand fans in its Fashion Week experience, with the help of virtual reality. Some its stores are kitted with Samsung GearVR headsets, allowing shoppers to watch a 360-degrees 3D version of the runway show, as if they were sat in the front row. This way, the iconic catwalk is brought to life instead of relying on press images to do the talking.

Have you seen any innovative stores of the future? Share your stories and images with us @Vodat_Int.

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