Retailers are doubling down on technology and redesigned stores that fuse digital and in-store experiences. This World Retail Trends February 2023 overview looks at phygital developments witnessed by Mood Media, global specialist in customer experience at the point of sale.
Europe
The nightclub approach to cars
Swedish car company, Lynk & Co, is rolling out its entertaining approach to buying a car, or from the company that promotes a subscription model, that might also be hiring. Picking out a model can feel quite intimidating in the cold environment of a glass and steel showroom. Hence, the company is rolling out its nightclub theme where the environment feels more like a place to relax and have a drink with friends, rather than be bombarded with technical specifications. At the end of last year Barcelona became the ninth showroom, or should that be night club, in Lynk & Co’s chain of entertainment-themed dealerships. This year has kicked off with the new look extended to Milan, and there are now plans to launch in France.
France
Recycling saves parents’ money
Children grow out of clothes and toys so fast, it can leave parents wondering what to do with last year’s must-haves that have yet to see the light of day this year. In Lille, concept store Kidkanai has introduced a ‘barter’ zone. It’s a pre-used section of its 1,200 square metre space where parents can bring in disused items so others can enjoy them. Ranges include clothes, toys, books, educational materials and hygiene products. Dropping off is arranged via the store’s app. The person bringing in goods receives 20% of the price they achieve in the store. The idea is that old items are recycled and families can stock up books and outfits on a budget. The store is currently considering giving people with lots to sell their own dedicated stand within the store.
France
Pop-up for fizz
To celebrate its 250th birthday, Veuve Clicquot opened a pop-up store recently at Printemps Haussmann in Paris. On offer were four exclusive ICONS accessories. Customers could also have the brand’s iconic ice jackets personalised with their name, or a message for a recipient. Talking of which, a gifting service was on offer, allowing a customer to have a special card printed to accompany the bottle of Veuve Clicquot a lucky recipient was about to receive.
UK
Hanging out with Peloton
The well-known exercise brand opened its new-look store in London’s Covent Garden at the end of February. It is situated next to its Covent Garden studio, allowing customers to pick out clothing items from its range as well as select a snack and drink from its ‘grab and go’ range. Its Bike+ and Treadmill hardware can also be ordered. In addition to selling hardware and merchandise, the space is also expected to work as a community hub for Peloton users with meetups and talks scheduled to take place regularly.
Sweden
Under the sea in Sweden
Meta and Ikea have teamed up to offer shoppers in Sweden a shopping experience like no other. Inspired by the store’s BLÅVINGAD children’s range, a VR game was developed by Warpin Reality. The Little Adventure game, as it is called, is activated by scanning a QR code in-store. This initiates an Instagram filter which causes underwater creatures to appear on a shopper’s screen as they walk around the furniture items on display. As shoppers share pictures of themselves among the watery wonderland, the message the store would like them to take home is that we need to reduce plastic waste and pollution to protect the natural world.
USA
A side of (micro) chips?
McDonald’s restaurants have been transformed by digital screens that display menu items as well as take orders. Now, Texas residents are being given a glimpse further into the future with the first fully automated drive-through. Rather than walk into the restaurant or place an order through a speaker, everything is handled automatically. Selections are made through the car window on a digital screen and when the food is ready, it is automatically delivered to the car window. The idea is people get their food faster and the restaurant can use its space far more efficiently without the need to have a hatch taking orders and payments and another dispensing food. Not everything is automatic, though, all cooking is done by trained staff who can concentrate on producing meals, rather than taking or handing out orders.
USA
Swapping Lego for drills
For parents who have grown tired of following young ones around activity play centres for birthday parties, North Carolina DIY store, Lowe’s Pilot, believes it may have the answer. Parents are given an afternoon off while an instructor teaches young people to make real castles from wood, rather than Lego. Groups of kids are taught all manner of DIY skills which the store says is aimed at making building things for the home and garden an integral part of family memories.
China
Walk first, shop later
A walk in the park and visiting a shopping mall would normally be diametrically opposed ways of spending an afternoon. However, in Chengdu, China, shoppers can now do away with the sprawling mall and first spend a while walking around a botanical garden. Only by descending underneath the blooms do they then walk into a luxury shopping centre of more than half a million square metres. A range of stores, stocking 1,300 luxury brands are on offer as well as a plethora of restaurants and arts stores. The shopping experience spreads over five underground floors in a concept that is designed to prevent shopping getting in the way of green spaces. By placing a mall under a botanical garden, the idea is that the city can still be beautiful as well as practical.
Australia
First store to home drone grocery deliveries
Coles supermarket has become the first Australian retailer to offer delivery by drone from one of its stores direct to customers’ homes. The new service offers delivery from the sky to Gold Coast communities in Ormeau, Ormeau Hills, and Yatala directly from the Coles store at Ormeau Village Shopping Centre. Early trials have shown bread, milk, egg, sweets and cold drinks are the most commonly ordered items, although the store is hoping to expand to soon offer a choice of 500 products. The service has been launched in partnership with drone operator, Wings. The company has another project running with a supermarket in Canberra through which the store stocks a Wings facility with produce. The Gold Coast service is the first to offer deliveries direct from a grocery store.
France
Ikea experiments with green delivery options
Ikea is taking to the River Seine in a bid to offer a green delivery option for customers in Paris. It is working in partnership with Box2Home to allow goods to be shipped along the river before being taken to their destination in an electric vehicle. The brand estimates this will mean its Parisian deliveries will produce five times lower emissions than road transport by saving around 300,000km of road mileage each year. The brand is also experimenting with an electric bike delivery service in The Netherlands. Following a successful trial in Delft, the option is now being rolled out across the country. The brand believes 90% of its range could be delivered via bike for the last mile, reducing carbon emissions by 98% compared to fulfilment through a diesel truck.
