STORES Convention Daily - 2018 Big Show Day 3 - 20

2018 TUESDAY

Brand Therapy: Ways to Stay Ahead

hether it's uncertainty over something if they know the origin of the
elections, worries about the ingredients and can see it being assembled
economy or the endless on- right before their eyes.
slaught of world events, there are times
To provide guests with better wellness
when consumers' reaction is to hold back options, retailers could take notes from
on spending.
the hospitality industry. Programs like
And the phenomenon doesn't affect RunWESTIN, where New Balance was
just older folks - Millennials and Genera- utilized to provide scenic three- and fivetion Z react the same way.
mile running routes near Westin hotels, help
Nonetheless, there are ways that guests unwind while taking in the sights.
brands can become part of the solution and Kimpton is working with San Francisconot part of the stress. "Shoppers are smarter based PUBLIC to design stylish bikes for
now," says Emily Hamilton, senior brand its guests to use free of charge.
experience marketing manager at FRCH
And it's hard to think of a location these
Design Worldwide.
days more stress"They, too, can
ful than an airport;
sense a retailer's or
Dallas/Fort Worth
"We think customers
brand's stress when
International Aircan sense the
they try to do someport, San Francisco
difference between
thing that is not auInternational Airport
what's a forced addthentic or genuine to
and Minneapolis on, and what's really
its brand."
St. Paul International
Take brand colAirport are offering
of benefit to them."
laboration, not a
space for travelers to
- Emily Hamilton,
new concept. "The
unplug, including inFRCH Design Worldwide
idea is to take it
house yoga studios
to the next level,"
and walking tracks.
Hamilton says. GroNo room for a gym?
cers might add local produce when it's in A cup of tea or water can go a long way
season; chains like West Elm could offer with stressed-out shoppers.
accessories from area designers.
"We think retailers should be moving Experiential play
from transactional to experiential, which
Give your customers a reason to use all
drives repeat business," she says.
their senses: Provide hands-on opportunities to inspire and educate, where customers
Prioritizing wellness
can let loose, socialize or just act like a kid
Along with technology plays, Hamil- again. Host events or offer in-store moton has been watching brands respond to ments of wow to give customers a sense
the growing interest in wellness. There's of childlike delight and surprise. Give their
quite a bit of activity as evidenced by the minds a chance to imagine, daydream and
rapidly expanding number of organic food be inspired.
lines, athleisure collections, fitness-focused
Last year's holiday window displays
wearables and social workout concepts - including Saks Fifth Avenue's celebraemerging in the market today.
tion of the 80th anniversary of "Snow
U.S. consumers continue to push for White and the Seven Dwarves," featuring
fresh, whole and real food options, but it's original artwork from the film and custom
now less about calories and carbs, and more gowns designed by luminaries such as
about authentic, safe and honest ingredients Monique Lhullier and Marchesa - had
and process. The flood of new fast-food viewers daydreaming "once upon a time"
assembly restaurants like MOD Pizza and at first glance.Brands need to find opporSweetgreen might not be the healthiest op- tunities to give shoppers a much-needed
tion, but consumers feel better about eating lighthearted break from reality.

Consumers enjoy the prepared-before-your-eyes authenticity of Sweetgreen.

Cutters Point Coffee offers a warm, community-focused environment with its artisanroasted brew.

Customers looking to learn new skills
want to do so in a relaxing environment.
Hands-on classes that inspire and educate can be an opportunity to relax and
socialize. Concepts like "Plant Nite" or
paint-and-sip classes are unique and fun
ways to give consumers an occasion to
learn something out of the ordinary and
reenergize.
From the Netflix hit "Stranger Things"
to the wildly popular Color Run events,
adults are looking for ways to embrace
their childhood and be transported back to
a time with fewer responsibilities. Brands
that create micro-moments to remind
shoppers of a simpler time through events,
merchandise or environment will leave
lasting impressions.

customer amenities. Young customers especially take notice when brands streamline
the shopping process. Apple and Sephora
take the highly convenient approach of
having the checkout come to the customer
rather than the other way around. Brands
should focus not only on in-store conveniences, but how to make online returns
as seamless as possible. Nordstrom Rack
has recently been testing its "Drop & Go"
service that allows shoppers to skip the
cashier line and get straight to the business
of making a return.

Authenticity counts

Not all good ideas are created equal,
of course: While it's good to try something
and "fail fast," Hamilton issues this caution:
"Whatever you decide, it must be authentic,
make sense and elevate your brand."
Validating R&R
She cites a short-lived collaboration
Hamilton says stressed-out shoppers
don't make for the best customers, citing a between Gap and Virgin Hotels wherein
recent study by Barclaycard: Some 57 per- Gap used its "Reserve In Store" technology to help travelers
cent of shoppers said
staying at a Virgin
they're less likely to
property. Using the
shop with a brand
"Shoppers can sense
hotel's mobile app
in the future if they
a retailer's or brand's
or the Virgin Hoexperience stress
stress
when
they
tels website, guests
during a visit; 63
could access gap.
percent think retailtry to do something
com to shop and the
ers should be doing
that's not authentic or
hotel would take it
more to relieve shopgenuine to its brand."
from there. Guests
ping stresses.
never need leave
Hamilton says
their room, instead
in-store experiences
need to offer customers a safe haven in the finding the items they reserved already
chaos - an environment that is comfort- hanging in their closet.
"What traveler doesn't like the idea of
able, convenient and calming. Consider
offering some of the following amenities. ordering an outfit and having it delivered
Stress-free services: Just as relaxed because you forgot something, or didn't
environments are becoming more relevant pack right?" Hamilton says. "It's a great
to young consumers, so too is stress-free idea, but we're just questioning whether Gap
service. Even seemingly small changes and Virgin Hotels connection was the best
can have a positive impact on a customer's [fit]."
As customers buy and return, or stop
experience: Lululemon's men's store in
New York welcomes customers with cold- shopping for a while, a dip in consumer
brewed coffee and conveniences like an confidence is not a new phenomenon. Most
on-site tailor who can hem or customize times retail gets stronger for being tested.
Hamilton sees a rebound of offline sales
items.
Offline convenience: Thoughtfulness as shoppers regain their balance with the
and convenience are the king and queen of new realities.

Table of Contents for the Digital Edition of STORES Convention Daily - 2018 Big Show Day 3