As for everything else, the Internet has been a game-changer when it comes to the world of fashion retail, and with the “death of malls” and the rise of online shopping, many have said that mass-market, mid-price clothing stores will not survive. The problem is not that there aren’t solutions to keep alive mass-market stores, but that many still look and function like their pre-information age counterparts. What measures can mass-market brand leadership take to keep customers stepping out – and coming back?
Much of the answer lies in customization – ways to make it worth the consumer’s while to go shopping because he or she is going to get an experience that’s totally unique. In fact, though it may seem technology has provided the primary challenge, chain retailers can employ a number of high-tech solutions to upgrade the shopping experience for their customers.
1. RFID, AI, and Store Analytics – RFID tags and developments in AI are making it possible to track which clothes are bought and potentially tried on by different customers, while retailers can use analytics can track who buys what in stores and online. This could potentially give rise to “recommendation” features on an in-store app to show shoppers what they might like, what’s in their size, and what’s in stock. Technology like heat-mapping and facial recognition can be employed to show retailers what displays are most effective and for whom.
2. Loyalty Cards and Personalized Offers – Chains already use loyalty cards and personalize offers based on what consumers buy, but one retail tactic not yet often applied is to draw smaller cohorts to stores for experiences based on their particular interests – like having a special pop-up concert, or a make-your-own-bouquet event for customers who often buy florals.
3. Textured In-Store Experiences – The combined power of specialized music and scent can create a very intriguing, inviting, or particular atmosphere. Even (and perhaps especially) down to the fitting room area, it’s worth experimenting with ways to create a shopping experience that appeals to all five senses, which customers can’t get anywhere else.
4. Artisans and In-Store Customization – The way of the future is to create an interactive experience in-store, which allows a customer to create something unique on the spot. Having visible artisans on hand who engrave, monogram, or tailor is one way to do this, but technology is advancing so that simply-operated machines can screen-print or 3D-print without much difficulty. This is perhaps the holy grail of retail transformation, as it puts the power in customers’ hands and potentially promises an item that’s one-of-a-kind.
Retail locations have historically been places where consumers go to “get things,” but with the rise of the Internet, it’s becoming more and more important that these outlets (especially mass-market outlets) become a place consumers go to have an experience. The more creative retailers can become in making their stores responsive to customers’ current needs, the more consumers will feel that “shopping” is a real event, and truly worthwhile.