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jerryking : coffeehouses   2

At Luxury Stores, It Isn’t Shopping, It’s an Experience - WSJ
By Christina Binkley
April 16, 2017

What do luxury retailers in urban areas do when they face heavy pressure from the internet? Make their stores an experience. The high-end stores of tomorrow won’t try to compete with online retailers on price or convenience. Instead, they’ll do what many luxe shops are experimenting with now—turning themselves into destinations that customers go to visit instead of simply shop.....Stores will offer human connections, entertaining discoveries and dining options. And instead of being designed to feature one kind of inventory, the stores will function like pop-ups—completely changing what they offer from time to time, or even sweeping products aside to host community events......digital-native shoppers will determine how stores look and function, particularly in cities, where online alternatives with two-hour delivery windows are already plentiful.....

“Selling things isn’t going to be obvious. It’s going to be about selling experiences,” says John Bricker, creative director for Gensler, one of the world’s largest architectural firms with a global retail design practice......In some cases, retailers go so far to create destinations that they don’t even try to sell their signature products. The Gensler-designed Cadillac House in the lobby of the car maker’s New York headquarters is an art gallery and coffeehouse, with luxe white sedans on display by the entrance. People wander in for free Wi-Fi, then get familiar with the car brand by examining the vehicles, says Mr. Bricker. (The cars can’t be purchased there; legally, one must buy from a dealer.)....The strategy of providing a total experience is also spreading to independent retailers that aren’t aiming solely at high-end customers......These shifts are being followed by mass retailers as well. The idea: to move beyond the big-box strategy of the past—where companies built giant stores that people would go out of their way to visit—and build specially tailored stores in urban areas where customers live......Target recently decided to invest $7 billion in renovating its huge suburban stores and building new small-format urban stores, in a strategy to use the large stores as distribution centers for digital orders while creating a network of small city stores that will be located within easy reach of urban dwellers, both for offline shopping and picking up or returning online orders.

Brian Cornell, Target’s chief executive officer, says products will be selected for local populations by store managers who place orders from a catalog—less pet food and more snacks and notebooks for a store near a college campus, for instance.

Target looked at stores like Story in forming the strategy. “We learned a lot about agility,” from Story,
retailers  e-commerce  luxury  customer_experience  millennials  experiential_marketing  localization  merchandising  pop-ups  digital_natives  galleries  coffeehouses  brands  personal_connections  Target  agility  small_spaces  big-box  BOPIS  distribution_centres 
april 2017 by jerryking
Preoccupations - The Urban Lands of Opportunity
June 25, 2010 | NYTimes.com |By RICHARD FLORIDA. Over the past
20 yrs., a new way of working and a new kind of workplace have evolved.
Increasingly, places (e.g. the Starbucks where we drink coffee &
send e-mail; the hotel lobby where we take a meeting; or the local
library where we write,edit & revise documents) are supplanting
plants — corporate HQ and factories — as the principal social and
economic organizing units of our time...Especially in tough times, it
makes more sense to choose a big city, with its thick labor markets and
greater economic opportunities, over a single company...The metabolic
rate of living organisms tends to slow as they increase in size. But
cities can achieve a faster rate of “urban metabolism” as they grow,
leading to more innovation, economic growth and improved living
standards. When cross-pollinated in the urban jungle, people come up
with more and better ideas and produce more results from those ideas by
finding more collaborators as well as critics.
Rotman  Richard_Florida  urban  cities  workplaces  work_life_balance  cross-pollination  information_spillover  metabolic_rate  metabolism  third_spaces  hard_times  coffeehouses 
june 2010 by jerryking

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