Apparel April 2019 Apparel May 2019 issue | Page 48

FEATURE
Wowing Customers
In a time of booming e-commerce, bricks-and-mortar stores are holding their own
by offering customers memorable shopping experiences. Brinda Gill explores.
At a time when shopping is just a click away, why
would customers take time after office or during
a holiday, navigate their way through traffic and
make their way to a bricks-and-mortar store?
If the wide world of online shopping presents a
wonderful variety of garments—complete with
ensemble options and size charts—within the
parameters of a computer or mobile phone
screen, what would make consumers step out of
their comfort zone and into a store?
The answer to this is the experience of being in
a store—of savouring its ambience, design, style,
services and other facets—apart from seeing
garments first-hand, examining the tactility of
fabrics, and trying out garments for their drape
and fit. And to that effect, retailers, brands and
designers are going an extra mile to curate and
create unique and wow experiences in intimate or
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expansive stores that will woo customers to step
in, soak in an ambience that is more like that of
an art gallery than of a boutique, and understand
the ethos of the label told almost like a story.
Stores now are consciously working at creating
eye-catching displays, working the display around
a concept, offering experiences and services, and
hosting events that will make customers enjoy the
space, shop, click pictures at a selfie spot or an
Instagrammable spot, spread the good word
and return!
ELEMENTS OF EXPERIENTIAL STORES
Often the experience of a memorable shopping
experience begins with the location of the
store, and then continues with its design,
décor and services offered such as of a stylist
or customisation of a garment. In addition,