Although overall e-commerce sales continue to grow, when it comes to better and luxury apparel, shoppers still prefer the in-store experience. This is especially true of younger shoppers. In fact, a recent survey of Gen Z (1997-2012) consumers revealed that 97% preferred in-store shopping versus online.*
This means that successful brick-and-mortar retailers need to design a space that is both the showcase of unique products, and an optimized shopping experience that brings the convenience of online in-store.
This is because shoppers have become accustomed to the ease of online shopping for other parts of their lives, where having a touch, feel, and try-on experience is not as important.
So, how do we create spaces that are easy to shop? Here are the latest store design trends:
Experience-driven displays — Pop-ups can offer a unique in-store experience, where customers can interact with products and representatives in a more curated fashion than just scanning the racks. The personality of the brand can bring a fun element into the store.
Smaller store footprints, but bigger, bolder displays — Larger displays that bring texture and color into the store, leading customers from product exploration to purchase, is a more common design trend for 2024.
Integrated technology — Using technology to help customers enhance their shopping experience can bridge the gap between online and in-store. In a recent survey 13% of respondents said they would be more encouraged to visit a store if they’re able to use an iPad application to order items to a changing room.
Of course, in our specialty stores we prefer a great salesperson anticipating complementary items and size options, but in a larger store this could be an option.
Community features — In-store spaces that encourage a sense of community, such as displays that promote sales benefiting a local cause, or a learning center where customers can get hands-on experience, highlight the advantages of shopping in-person. Even a coffee bar or bar cart can encourage visitors to spend more time in-store, interacting with others.
If the slow demise of shopping centers tells us anything it is that a generic approach in not what the modern shopper is looking for. Independent brick-and-mortars are poised to attract customers with innovation, a great selection and superior service, but they have to continue to evolve with the times.
*(International Council of Shopping Centers survey 2023.)
