Retailers are doubling down on technology and redesigned stores that fuse digital and in-store experiences. Here’s an overview of retail trends witnessed by Mood Media, global specialist in elevating the customer experience at the point of sale.
World Retail Trends March 2023
As the European Commission in Brussels, following the direction on reducing power consumption, is now discussing laws with the goal of reducing waste, they are suggesting that brands and retailers play their part offering, among other things, repairs to ‘repairable’ goods. The law is designed to combat a trend to replace items sooner than in previous years. By requiring repairs to be offered after the two-year warranty window, EU lawmakers hope to cut down on waste. The politicians are suggesting a database could be set up so consumers can find local repair companies. Consumer groups have welcomed the new proposals but are calling for the two-year warranty window to be extended at the same time.
While this potential new law is debated in Brussels, the latest developments among retailers suggest they already understand the importance of embracing sustainability.
Beaugrenelle’s second life
Fashion is increasingly having to face up to a trend among customers calling for retailers to act in a more environmentally responsible manner. The success of Vinted testifies how people would rather give their old clothes in exchange for little money for someone else to enjoy, rather than send them to landfill. Beaugrenelle shopping centre in Paris recently launched its own circular service, aptly named The Second Life. Until June, customers are encouraged to bring in unwanted items which will be swapped for a gift card that can be used at any of the centre’s stores. The question now is whether the trial will be extended when it comes to an end in June. Mood Media’s ‘Charting In-Store Trends 2022’ report found that 61% of shoppers now expect to see such recycling points, where applicable and more than half, 57%, expect retailers to display the environmental qualities and characteristics of their wares.
The Perfume Shop recycles for charity
No stranger to sustainable initiatives, The Perfume Shop launched in March its biggest ever recycling effort since 2018, encouraging customers to bring back empty bottles to in-store collection points. Their green thinking is rewarded by a 10% discount voucher for a future purchase, or 15% if they buy in store on the same day. In addition to the discount, The Perfume Shop makes a donation to the Eden Reforestation Projects to fund the planting of a tree for each bottle recycled. The new scheme is being rolled out to all 211 of its stores across the UK.
M&S sells without stocking
The major British multinational retailer is using its online platform to sell clothing for third party brands, without ever having to stock their items. By working with online shopping platform CommerceHub, the high street icon is now selling fashion from high-end brands, including Ted Baker, Superdry, Lyle & Scott, and Musto. The retailer has announced it is hoping to add more names to its platform, enabling sales of high-end brands which would not normally be stocked in stores to its customers online.
Body Shops adds lipstick to refills
Already known for offering shower gels, hair care, and soaps in refillable aluminium cases, The Body Shop is now starting to extend its environmental credentials to make-up. Its Peptalk Lipstick is available in 20 shades and comes in a refillable package. By the end of 2022, half of its stores in America offered its refill service. When rolled out to all outlets, the business believes the service could save up to 25 tonnes of plastic per year. The ‘Charting In-Store Trends 2022’ report by Mood Media identified friendly knowledgeable staff as the top motivation for customers to visit health and beauty stores.
Creating a unique experience
In addition to launching new sustainability services, retailers are also devising new customer experiences that help their competitive advantage.
Sally Beauty launches specialist concept
The Hair Care & Styling beauty company has unveiled a new concept store in Denton, Texas. Dubbed ‘Studio by Sally’ the idea is to combine selling hair and beauty items alongside educational instruction on how to achieve the desired look. Customers are now able to take part in regular talks about what they can achieve with the products on offer as well as tap into the knowledge of licensed sales representatives. And this extends beyond visiting the store: around two in three of Sally Beauty’s sales are linked to hair colour and so the new concept allows customers to call or go online to outline what hair colour they are aiming to achieve before meeting a hair specialist in-store.
Levi’s goes body-inclusive on AI
Levi’s announced at a New York fashion event it is to develop avatars that are more inclusive than its current online offering. At the moment, visitors to the site will typically see items worn by a standard model. However, by using AI, the company says it hopes to soon allow customers to pick from a wide range of avatars wearing Levi’s range. These avatars will vary in skin tones, body shape, size and age.
Ice station Dior
There was always going to be something very temporary about Dior ‘teleporting’ its Parisian flagship store on Avenue Montaigne to the Lake Songhua Resort, a ski resort located in the province of Jilin in China. Carved out of ice in January, it was only ever going to last until mid-March. Whilst inside the ice castle, customers could check out iced carvings of the famous Miss Dior perfume bottle and Lady Dior bag. The store was not just for admiring, though. Just outside, a wooden kiosk was selling the latest winter warming fashion accessories from the famous fashion house. Following the launch of Jordan World of Flight in Milan at the end of last year, Nike has now rolled out the concept store to Shibuya, Tokyo. Shoppers can pick up items from the famous sports star’s clothing and footwear ranges for men, women and kids. There is also a section of the store where items from some of the rest of Nike’s wide catalogue of products can be tried on and bought. Customers can also relax in a lounge to become immersed in the Michael Jordan story. There is even an area where customers can film ‘unboxings’.
