Even though the online world has been accelerating at incredible speed as a result of rolling pandemic lockdowns, the role of the physical bricks a mortar store retains its significance.
Primarily, the physical store offers an escape into a brands ethos. The physical space is an opportunity to tell the brands unique story through imaginative installations, rich materials, and sustainable and wellness philosophies. Therefore, the store offers a holistic experience though physical details which a one-dimensional Instagram page cannot achieve.
“It’s about the language and the landscape your product lives in; the packaging, the entertainment, circus, the education – all those things encompassed. You look at all the great brands that succeed today – they have storytelling elements. They draw the consumer in to be the creative heartbeat.”
The luxury fragrance and wellness expert, Jo Malone.
Within today’s restrictions, and in-line with social distancing and no touch displays, physical experiences can be touchless and tactile by embracing design and creating ambiance. Imagine voice activated and feature restorative interactive visuals projected on walls, and audio content, combined with relaxing scents, and natural plant displays, which immerse the customer in a central eco-holistic experience. Furthermore, strategies must be in place to cater for customer anxiety over entering the physical store. For example, luxury brand stores must offer exceptional services, exclusive products and personalisation to appeal to reluctant shoppers. Secondly, stores now have to promote their health protection measures and create store interiors which are relaxing, minimal and are obviously hygienic, in addition to allowing space for social distancing within the stores. This also means offering appointments to customers to cater for space-sharing anxiety.
Thirdly, luxury brand stores should consider online shopping facilities and ‘click and collect’ opportunities for customers with anxiety over entering the store space. Finally, luxury brands must include technology to attract and retain customers. For example, where customers are still concerned about entering into the physical store space, luxury brands must find a way of engaging these consumers online, or through augmented or virtual reality inside or exterior of the store, to encourage them to engage in the products and services. The use of technology is also required in a contactless journey within the store, such as contactless payments to comply with health and safety measures.
Therefore, luxury retail needs to invest in innovation and work towards perfecting the customer experience, because customers want a calming and friendly environment within which they can explore and be immersed in the heart of the brand. According to a 2020 PWC Customer Experience Survey, 73% of customers say a good experience creates brand loyalty.
As luxury consumers become tired of restrictions and one-dimensional shopping experiences, they will return to the physical store as a place to escape and find healing in their own wellbeing.
Coney Luxury 