I grew up in a family retail business and creating eye-catching storefronts and crafting a full experience around our products sold (particularly seasonally) was a true passion of mine. Transitioning this passion to the online space, I constantly examine what works well in the physical space, especially in context of the season, the unique store's offerings, the marketplace trends, the organization of their products, the message, the color pallette...everything. I take it all in and then play around with how I can leverage and optimize the experience or a similar one in the online realm as well.
A Trip to the Mall
This weekend, I was pleasantly surprised with a trip to the mall which left me inspired and with a new sense of exploration. The mall is usually a place of "dread" -- crowds, over-product crammed store layouts, overly attentive or adversely non-attentive sales clerks. Visiting San Francisco's latest grand opening of the Westfield San Francisco was a breath of fresh air. To me, it was a "planned community" around shopper's interests, needs, and demographics. It was not subtle to me, but very obvious that they intended to make the entire shopping experience unique, targeted, and easily accessible. In their own words, they describe the mall as a "seamless blend of commerce, couture, community, cuisine, and culture."
Nice, but lacking... It's all in the details,
Our trip was prompted by the opening of the new Bloomingdales. While beautiful, it was overly ostentatious and the sales staff were unapproachable and arrogant. In addition, it was predictable and not necessarily progressive, which I would have expected given the opportuntity to open an entirely new footprint and flagship in SF. An example, which may seem totally nit-picking and lame was their use of music stations in the men's departments using CD players mounted on the wall. In all honesty, they were there as functional wall art, but in SF, the iPod capital of the world, I would have totally expected more "digital media" to capture alpha consumers! Sorry Bloomies!
Experience Awe
Nonetheless, I was in "experience awe" with the rest of the mall itself. First, I have to note that the typical one-dimensional "you are here" mall directory is no more. Now shoppers interact together around a touch-screen iDirectory -- helping each other out with searches for their store or eatery of choice as well as when and where to pick up the the next Muni or Bart within this 3-story megaplex. You can search by a touch screen keypad, or select icon that will help you get the information you need.
Browse versus Search
Wanting to "browse," we walked the mall checking storefront after storefront. I was stopped in my tracks when I came upon Ruehl No. 925. Not familiar with their brand (and apparently we're within their target market on Wikipedia), this Abercrombie & Fitch concept store is experience design on steroids. From the minute you see the uniqueness of the storefront, to walking through the "front door" in to what feels like your best friend's ultra-swank Greenwich Village brownstone, you are taken in with an array of perfectly presented product, an aromatic bouquet of flowers and aged leather, and throbbing DJ beats that makes you feel you just entered the party. You had to appreciate the full sense of experience created for this shopping experience.
Surprised. Delighted. Inspired.
Moving across the way to a much more subtle, yet sophisticated, concept store, was Fourth & Towne -- The Gap's new store for women -- "a new generation of women" as detailed in the Fourth & Town Story. This store goes out of its way to distinguish itself and keenly meet the needs of women who want to be stylish, sophisticated and chic. I talked to one of the store's clerks there and his excitement about the brand and what Gap is doing here was infectious. It wasn't just a concept store, it was a belief in creating the right expierience for shoppers who know what they want and will buy it when they see it. Looking at their website, I was interested in seeing that they even go as far as detailing the "Experience" of Fourth & Towne for you.
Their experience "on paper" and in video definitely manifests itself in a welcoming shopping experience. It was fascinating to see its detail come to life.
Beyond the Mall, Going Urban
Lastly, while outside of this megaplex, I also had an equally sensory experience at another store, Urban Outfitters. One of my all time favorite stores for the fun, frivolous, and fashionable, Urban Outfitters is one of those stores that always seems to get it right. Watching 18 through 40 somethings touching, talking, and trying on everything and anything makes this place a "hands on" experience. I'm always pleased with the experience they put together there. It's a feeling of having everything you need to break the ice and host an awesome house party from the right plateware to underware!
Create Human Experiences.
This trip was refreshing and eye-opening. It brought me back to my roots of what works in the tactile brick and mortar world of retail and gave me a good boost of inspiration for creating new human experiences in the online world.
Be Aware.
On your next trip to the store, mall, or even restaurant, see what elements create a good experience for you and then think how that can be translated online. Being aware of what works well in the physcial space will help you meet your customers' expectations and inspire them to take the action you'd like in your relationship with them.
By Heather D
