COMPETING IN AN INTERNET-DRIVEN WORLD
The Brick and Mortar Retail Challenge
It goes without saying that competing in our Internet-driven world is no easy feat for brick and mortar retailers. Amazon is now a household name and Prime members enjoy expedited shipping so swift there’s no need to ever leave the couch. It’s safe to predict that Amazon will continue finding efficiency in its process and retail experience. One-day delivery is now the default for Prime members, and the online giant is capable of one-day and same-day delivery for 72% of the total U.S. population.
Quick delivery is just one perk for online shoppers as e-retailers compete for better, faster shipping options. Consumers also enjoy easy price comparison, consumer reviews, and front door delivery of big box items that are difficult to transport from store to home. Not only are Amazon and other big box and niche retailers a click away, but they’re also serving up visually appealing advertisements that remind us of the shoes we perused for our best friend’s wedding or that sofa that would fit perfectly in our space.
So how do brick and mortars compete with online shopping and internet-driven consumer behavior? Smart brands are elevating the experience and shifting the tide. Strategic brands whose shopping experience feels less like a burden and more like an outing are developing a playbook worth following. PPM’s As-Built surveys have been the starting point for a number of retail brands looking to upgrade their customer experience and drive more in-store traffic. The first step in amplifying the customer experience is measuring your store so your architects and designers can begin reimaging the layout and experience. That’s where PPM comes into play, but first, let’s look at how some of our favorite brands have succeeded at a holistic retail experience.
Brands Who Crush The Retail Experience
TOMS, the shoe retailer famous for their Buy One, Give One model donates one pair of shoes to a person in need for every pair purchased. Since their 2006 launch, they’ve expanded to Buy One, Give One sunglasses and other retail items. But, most interestingly, they’ve reimagined three of their most popular retail locations into a space for coffee and community. “We believe in a better community,” reads their website. The coffee shop and community consumer experience aligns perfectly with their brand and brings neighbors together to enjoy TOMS Roasting Co. Coffee, live musical performances, and other community events like Ping Pong parties and clever collabs with like-minded brands. The earthy ambiance is also a great place to relax and unwind with a good read. Not only have they created a way to drive community, but they’ve also created another stream of revenue.
Ikea, the Swedish design and home furnishings company, was a pioneer in bringing experiential retail (and genius merchandising) to life. For the design-savvy or the not-so-design savvy, Ikea has done a great job at inspiring and driving purchase behavior. For anyone who hasn’t visited an Ikea, the floor layout brings customers through a maze-style showroom with bedrooms, bathrooms, living rooms, and kitchens designed with Ikea furnishings to get the interior design juices flowing.
After the showroom, the maze continues through merchandise organized by room type. Heavier items like sofas, desks, and kitchen shelves are packaged and organized warehouse-style near the checkout. Ikea’s checkout line is similar to many retailers where they stock smaller household items you may have forgotten to add to your cart. We can only imagine that those last-minute temptations are a major source of revenue for Ikea. And their retail experience and merchandising strategy don’t stop there. Their brilliant post-checkout experience leads visitors through a cafeteria and market where you can grab a quick bite of Swedish meatballs and gravy, a slice of pizza, soft serve ice cream or Swedish novelties to go. If anyone has thought thoroughly through the retail experience, it’s Ikea – a retail experience all retailers can learn from.
And then there are brands that take it to the next level. If you’ve ever stepped inside a Bass Pro Shop, you’ve experienced a truly unique consumer destination that draws more than 200 million visitors annually and may literally blow your mind. You might compare it to stepping into a wildlife museum. Each location is tailored to its region with dioramas of landscapes and wild animals – many with ponds and incredibly tall trees. The Las Vegas location has featured a mermaid swimming in a giant aquarium with live fish, while other locations boast an ocean themed bowling alley and sport fishing themed seafood restaurants. Do yourself a favor and stop by a Bass Pro Shop next time you pass one. Or, make a day out of it. It’s a retail experience you don’t want to miss.
Outside The Box
While the brick and mortar retail experience is being challenged, the opportunity for reimagination and growth is on an uprise. Consumers will travel and buy based on how the retail experience makes them feel. In the era of smartphones and endless screentime, now is the time to connect with people on the next level and remind them that shopping is an outing and not a chore.
PPM has helped brands prepare for renovations and remerchandising for over 10 years. Our nationwide network of surveyors and drafters provide measurements such as Floor Plans, Elevations, and Interiors to begin your renovation or remerchandising project right. It’s the very first, and most important step, in the renovation process. Smooth renovations, especially across multiple locations, begin with accurate, streamlined As-Built plans your architects, designers, and contractors can trust. For high-volume projects, we’re able to draft and survey 50 locations nationwide per week beginning with our signature Pilot Program. Learn more about our Multi-Site As-Built programs to begin your renovations and amplify your retail experience.
About Precision Property Measurements
PPM is the leading provider of retail As-Built survey and drafting services in the United States. We provide As-Built surveys (measurements on existing properties) including Floor Plans, Elevations, Reflected Ceiling Plans, and more to architects, designers, and contractors who are transforming retail space. We are the first step in a smooth remodel or renovation and a trusted partner among some of the biggest brands including Floor & Decor, Chipotle, and McDonald’s. Learn more about our Multi-Site As-Built services here.