Unique Q&A: Adaptability Will Drive Thriving Shop Remodel

As the traces concerning channels blur, corporations are rethinking how to redesign suppliers — a undertaking that will have to have a new stage of overall flexibility and agility.

Which is according to structure company ChangeUp’s director of strategic partnerships Tom Kowalski, who discussed the “Top 5 Reworking Trends” at Chain Keep Age’s SPECS meeting August 22-24, at the Gaylord National Vacation resort & Convention Centre, National Harbor, Md. 

As stores plan their shop remodels, there are quite a few critical elements to prioritize, together with the need to have to bridge actual physical and digital retail functions and to glance beyond products to make buyer connections, in accordance to Kowalski.   

Chain Shop Age spoke with Kowalski about how physical outlets are evolving in this new period of retail.

What impression are current retail shifts getting on the evolution of the actual physical retailer?

A lot more than ever, retailers are pressured to take into account the totality of the purchaser journey and the part that bodily outlets engage in in it. Models must put into practice a holistic ecosystem, exactly where on-line and in-individual [experiences] are no for a longer time two individual entities.

The present-day landscape has established up an surroundings wherever manufacturers ought to bridge the hole in between their digital and physical offerings in get to be productive. We’re seeing this now with the growth of acquire-on the net-pickup-instore (BOPIS), increased curbside amenities, customized choices and so significantly additional. Customers continue to want physical retail experiences, but you should give them incentives to get out.

How is the part of experiential retail modifying store remodeling plans?

Retail spaces can no extended survive with just products. The job of experiential retail is to give facilities inside of your actual physical area that clients could not knowledge on the web. Reworking programs have to contemplate that outlets now have to be even extra versatile and adaptable in get to retrofit new styles of encounters that will rejoice and differentiate their brands.

How are retailers balancing design and style factors and technologies improvements to generate experiences? 

At the conclusion of the day, technological innovation and style should really improve the expertise for the customer. It’s not about striving to pressure answers. It’s about what is proper for the brand and producing improved ordeals that are applicable to the target consumer. Engineering and design should also be regarded across just about every touchpoint so that there is consistency throughout all brand name encounters.

Can you make clear the value of shifting design “prototypes” to “platforms?” 

Retailers can no more time believe of their spaces as prototypes that will be up to date every 5-to-10 a long time. Now, the retail retail outlet really should be imagined of as a platform for your brand name. Brick-and-mortar touchpoints are the most immersive, sensory, experiential places for manufacturers to connect with customers. “Platforms” move further than the goods and transaction to generate a far more versatile and branded hub that permits deeper connections, alternatives and activities over and above what a standard shop employed to present.

What’s the greatest tips you can give retailers to remain successful in this new period of retail?

Make investments in your brand and experience! Resources that utilized to be committed to “old university retail” need to now be reallocated to investing in solutions like loyalty-setting up capabilities, provider lifestyle, and intuitive electronic integration. Brick-and-mortar retailers are the spot wherever consumers can be immersed in the brand name and its most compelling physical factors. That immersion opens up a lot more options to make lasting, psychological connections.