Nike debuted the future of the company’s retail stores with the Spring 2012 opening of the new Nike+ Fuelstation in East London’s Boxpark, one of the city’s top sporting areas. The store features futuristic architecture and sustainable design, including floors made from recycled shoes known as Nike regrind.
This concept store pairs digital interactivity with state-of-the art customer shopping experience. The store has floor-to-ceiling LED walls that change colors when customers walk by. As an alternative to mannequins, motion-sensitive mirrors show film footage of local runners wearing products from the store. Touch screens located throughout the Nike+ Fuelstation provide product information and news from local running clubs.
A highlight of the space is a software program allowing visitors to create life-size digital images of themselves on screens that can be uploaded and shared through social media. And if you’re going to Nike+ Fuelstation soon, don’t miss the in-store nikeID terminal where customers can custom design their own shoes and active ware.
While quality products and good service are very important to retailers, they often overlook the importance of a well-designed space. Entrepreneur magazine dives into six mistakes stores often make when it comes to design, from lighting to organization. Read about a few of the mistakes below:
- Improper Lighting: From jewelry to power tools, every product has its own particularly flattering type of lighting. “It’s not about being able to see. It’s about coloration and temperature of light,” Jerry Birnbach, a Somers, N.Y.-based store-planning consultant says. “Cheap lighting doesn’t make your product look good.”
- Check-out Area Design: Customers take note of cleanliness and organization behind the counter. Retailers should make sure they allot enough space for storage and returns so it doesn’t get cluttered. “This is a very important space,” Melanie McIntosh,
a Vancouver, British Columbia-based consultant says. “You want to have a good impression for the customer when they are leaving, but often it gets very messy because you are taking care of business.”
- Product Display: How you merchandise is displayed can greatly affect sales, but some retailers don’t consider the way their customers shop when laying out their stores. “When a customer is asking for things, do you have to zigzag across the store to help them meet their needs?” McIntosh asks. “If so, there’s a problem.”
A Macy’s in Rhode Island avoids making the common mistakes made in retail. They are using Shaw Contract Group flooring to define their organized space.
A Macy's in Rhode Island avoids making the common mistakes made in retail. They are using Shaw Contract Group flooring to define their organized space.
In an age where we cannot go anywhere without seeing someone with a smartphone, people are able to immediately find out about, an even potentially buy, anything they see or hear. Trendwatching.com recently discussed the new trend taking consumers by storm: visual info-gratification. Visual info-gratification is “consumers accessing information about objects encountered in the real world, in more natural ways and while on the go, simply by pointing their smartphones at anything interesting.”
The “POINT-KNOW-BUY” trend is fueled by these technologies:
- QR Codes: These codes are found everywhere from billboards to magazine ads to cereal boxes.
- Augmented Reality: Most Augmented Reality (AR) apps on phones these days have had GPS or compass sensors to ‘guess’ what the user is looking at, but newer and more powerful technologies are on the rise.
- ‘Tagging’: Apps can pick up on visual markers in objects or sounds to trigger information or actions.
- Visual Search: Image recognition technologies attempt to identify the actual object in the viewfinder in order to search or deliver more content.
Check out some of these super smart apps:
- Blippar: Heinz introduced this AR recipe book. App users can point their phone’s camera at a ketchup bottle and see recipes pop out of the bottle. Blippar has also used this technology with Kit Kat, Nike and, Mercedes-Benz.
- eBay: An image recognition app would allow users to take photos of real world objects and find similar items on sale on Ebay.
- Adidas Originals: Adidas ‘Originals’ app lets you take a picture of any Adidas sneaker and have it scanned against the brand’s range to find the closest match, product information and local stocklists.
- Amazon Flow: Using continuous scanning technology, users can point at a book, game, food item, etc. and information appears instantly, including reviews and purchasing information.
With retail becoming so technologically-based, will that change the way stores operate? Will websites be redesigning their sites to soon become strictly phone-based?
What do you think?
Posted in General, Retail
Tagged Adidas, Amazon, augmented reality, Blippar, eBay, Heinz, QR codes, retail, shopping, smartphones