DEATH OF PUREPLAY RETAIL

INTELLIGENCE REPORT DEATH OF PUREPLAY RETAIL CONSUMER EXPERIENCE

Digital Enhances Stores Other evolved retailers have created innovative stores while allowing customers to leave with purchases in-hand, often by incorporating digital technology to enhance the in-store shopping experience. For example, unlike a traditional beauty store organized by brand, Birchbox has organized its flagship store by product type, imitating the makeup company’s website layout. 24 Birchbox has also installed digital screens throughout its store where customers can use online tools, such as the brand’s product matchmaker, to aid in discovery. Traditional omnichannel retailers have followed suit, experimenting with digital screens to enhance customer experiences. Rebecca Minkoff teamed up with eBay to open a digitally connected flagship store that features oversized screens where consumers can browse additional products and request items to try on. Neiman Marcus’ Memory Mirror records 8-second videos of outfits to enable 360-degree views and side-by-side comparisons. In November 2015, Ralph Lauren debuted its own smart mirrors, which recognize the items that customers bring into the fitting room and provide options to request a different size or style. The mirrors operate in five languages and also allow users to change the fitting room lighting.

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1. Birchbox’s Product Matchmaker mimics its online tool in-store, allowing customers to find products that fit their style and personality.

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2. Neiman Marcus debuted its Memory Mirror in January 2015, which allows customers to compare products, view alternate angles, and share looks.

24. “ How Birchbox’s New Store Ups the Fun Factor of Shopping for Beauty Products ,” Fast Company, July 16, 2014.

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January 12, 2016