As part of our developing global strategy we’ve just returned from Chicago where we visited GlobalShop 2019, spent time with our clients & partners and checked out the latest retail developments and trends.
Chicago has its fair share of highly invested experiential stores; Comcast’s Studio Xfinity is a great example of a brand experience store with the core objective of customer engagement rather than sales, with dedicated areas provided for training and product demonstrations. The customer experience is supported by smart use of digital screens and immersive content, adaptable lighting and modular furniture; providing a flexible space that can be used for product launches and promotions.
The AT&T flagship on Michigan Avenue raises the stakes with a fully interactive experience store which, when we visited, was dedicated to the history of video gaming. The value proposition for the consumer was its super-fast data packages, was brought to life through gaming competitions, interactive product demonstrations and VR experiences. Both retail experiences were complemented by highly engaged, service-oriented experts who were incredibly knowledgeable around the products and proposition demonstrating the importance of the human factor in delivering great brand and product experiences.
B8ta have a mid-mall kiosk in Nordstrom, which although feeling a little cluttered is a great example of a disruptive player succeeding in the changing shape of the global retail market.
Protecting your return
Naturally flagship / experience / engagement stores always have a near perfect customer experience with precise execution of details and in-house brand ambassadors, however, after also analysing the mass market retail environment, it was clear to us that brands face the same challenges as the rest of the world in this space; ensuring that customers here also have a perfect experience, and for this there is the need for a more focused maintenance and service provision to protect the return on that experience investment.
A global presence
GlobalShop 2019 provides the platform for US & Global retail services industry to meet, the show itself was worthwhile to visit and we took the opportunity to further develop our network meeting new contacts to further support our North American growth strategy. Spending time connecting with our local partners is always valuable and inspirational. Our strengthening business in the USA will further define these partnerships allowing us to support our clients with high quality solutions and global brand consistency. During the rest of 2019 on behalf of our brand clients we’ll be delivering projects into Bed Bath and Beyond, Macys and Target.
Our visit was highly rewarding, and it was a great opportunity to spend time with our key clients, which has already inspired some interesting initiatives related to their future retail ambitions.
For support on executing your retail activation strategy in North America feel free to contact the team at firstname.lastname@example.org