Unique In-Store Experiences

Part
01
of two
Part
01

Grocery Brand Unique In-Store Experiences

The five grocery brands providing "best in class" unique in-store experiences include Traders Joe, Sainsbury, Basic Market, Starbucks, and H.E. Butt Grocery Co.

Starbucks

  • Starbucks is steps ahead in improving the in-store experience for its customers. In recent times, Starbucks opened a Starbucks Reserve Roastery in Shanghai, which offers customers an immersive in-store augmented reality experience.
  • The technology involves the application of a special smartphone app that customers utilize to maneuver through the store using AR features to access information about products.
  • Virtual badges can also be unlocked through the app and customers who do not have the app can scan QR codes in the store to access additional information that is not available on display.
  • AR technology is considered best-in-class because it is one of the technological trends that is transforming the retails space. Since, its introduction, the store has seen an increased number of customers and the shopping process is seamless.
  • The technology is working for Starbucks because the modern-day shopper is tech-savvy and is inclined towards experiential shopping.

Traders Joe

  • Trader Joe has been managed to create a memorable experience in the retail space for its customers from entering the store to waiting in the checkout line. The seamless in-store experience is a major differentiating factor for the brand.
  • Trader Joe in-store experience has been optimized with the customer in mind. For example, a typical supermarket has 40 to 50,000 SKUs (stock-keeping units). One Trader Joe’s store typically has about 4,000, so only about 10% of the total number of products.
  • The substantial reduction in the number of choices has helped to simplify TJ’s customers' shopping experience and reduced the stress of selecting from a wide range of homogeneous products.
  • In the 2018 US CX report, the grocery store chain delivered an impressive 69 positive customer experiences for each negative one — the highest among the 287 brands featured.
  • According to Forrester Research, 87% percent of TJ shoppers expressed their satisfaction with the in-store experience noting that their shopping was easy.
  • The strategy has worked for TJ because customers love engaging in shopping experiences that are memorable and will keep going to the store to get that.


Basic Market


Sainsbury

  • Sainsbury has made it possible for UK grocery shoppers to scan and pay in an app for groceries in-store purchases.
  • The pay and go technology that has now become popular among shoppers enables customers in one Sainsbury’s convenience stores to pay for products in-store using their smartphone.
  • The new technology gives shoppers the option to grab their groceries and skip the checkout completely.
  • The technology is considered best in class because it enhances consumers ’experience by reducing the stresses normally association with check-out queue.
  • It will come as a supplementary experience to the SmartShop which is currently being used by customers across 68 Sainsbury’s supermarkets.
  • The strategy works because convenience shopping is the in-thing. Most customers do not like shopping experiences that are not only memorable but also encourage minimal wastage of time.

H.E. Butt Grocery Co


Research Strategy:

We began by scouring through industry publications and expert blogs that have highlighted grocery stores leveraging on in-store experience for competitive advantage. To meet the criteria for this project, we focused on five grocery brands providing "best in class" unique in-store experiences by searching for the brands that were making a typical store visit into a more engaging, entertaining shopping experience for customers. For each brand's in-store strategies, we provided the reason why it is considered best in class and well as why it works for the brands.


Part
02
of two
Part
02

Non-Grocery Brand Unique In-Store Experiences

Five NON-GROCERY brands providing "best in class" unique in-store experiences are Farfetch, Project Eve, Hunkemölle, Gentle Monster, and Gucci.

1. Farfetch — London

What the brand is doing to create a unique in-store experience

  • In a recent temporary store, the brand offered "connected clothing racks, touch-screen-enhanced mirrors and sign-in stations" that collected from customers.
  • The company provides a screen where customers can sign in and search their purchase history; a smart mirror so they can request different sizes of clothes, alternative products or pay for their purchase.

Why it is considered "best in class"

  • The brand became known as “The Retail of the Future”, as it combines technology and fashion to offer customers a "unique in-store experience".

Why it works

  • It allows customers to enjoy a practical experience that combines boutique shopping with the convenience of eCommerce.

2. Project Eve- India

What the brand is doing to create a unique in-store experience

  • The store gives clients a unique experience through its personal stylist, café, salon and plush trial rooms with lounge area.
  • It also offers a curated collection of beauty and apparel products.

Why it is considered "best in class"

  • With their in-store experiences, the brand is redefining "the shopping experience of modern age women."

Why it works

  • Through its unique experiences, the store provides "nearly everything" that women between 25 and 40 need to look and feel good.

3. Hunkemöller- Netherlands

What the brand is doing to create a unique in-store experience

  • Their lingerie stores have an "experience fitting room" with a touch screen that allows customers to adjust the ambiance in the room.
  • Their technology integrates picture, sound, light and scent for customers to experience.

Why it is considered "best in class"

Why it works

4. Gentle Monster — South Korea

What the brand is doing to create a unique in-store experience

  • In all its store, the brand offers texture experiences and alternative realities that go beyond the visual sense.
  • It uses space, material, sound and movement to illuminate each theme in the stores.
  • It also features works, rooms and objects with different scents.

Why it is considered "best in class"

  • The brand provides customers with thought-provoking, sensory experiences in the brick-and-mortal industry.

Why it works

  • Their approach increases attraction and traffic in their stores, as its customers can immerse themselves in the brand.

5. Gucci Garden — Italy

What the brand is doing to create a unique in-store experience

  • The main floor of the store features a "bazaar-like" room that offers products exclusive to the location (Florence), with special clothing tags and packaging.
  • Also, the ground floor includes the restaurant "Gucci Osteria," from the chef Massimo Bottura.
  • The second and third floor (which costs 8 euros to enter) feature a museum that shows renderings of the logo, the brand's recurring motifs, a 30-seat cinema, and a "natural history-inspired" area with clothes, accessories, and objects.

Why it is considered "best in class"

  • It is a great example of experiential retail used to convince customers to visit their store, as they immerse into visual and other sensory experiences.

Why it works

  • By immersing shoppers into the brand and the history of Gucci, it creates a powerful marketing tool.

Research Strategy:

We identified the five NON-GROCERY brands providing "best in class" unique in-store experiences, by searching for the brands that were making a typical store visit into a more engaging, entertaining shopping experience for customers. Most of these brands mixed many sensory experiences, by playing with the visual, hearing, olfactory, touch, and taste senses in order to create unique experiences.

As the scope was global, we gathered information from various international brands, including those from Italy, Netherlands, South Korea, India, and the UK.
Sources
Sources