Teammate Insights: Omnichannel Retailing and Interior Design
This year has marked a significant shift in retail strategies as millennials and the ever-evolving technological sphere continue to influence the market. In order to remain successful, today’s brick-and-mortar retailers must embrace the virtual networks in which the modern retail experience also occurs. This multilayered approach to sales, known as “omnichannel,” provides consumers with a seamless shopping experience in-store, online, and through social media.
The constant growth of the retail market has greatly contributed to the digital marketplace, many big box retailers have turned to the omnichannel approach as a way to sustain business. Unified shopping offers today’s consumers the luxury of seeing if a nearby store carries the product they desire in a specific size or color before leaving the comfort of their own home. While this multi-channel concept is still fairly new, many notable retailers including Neiman Marcus, Macy’s, Sephora, and L.L. Bean have accurately captured it, paving the way for others to follow suit.
The key to success for retailers is capturing a specific style and brand through the design of brick-and-mortar locations as well as mobile counterparts. The interiors of a retail location should be an extension of what a customer might find online or through an app. Technology should be seamlessly integrated into brick-and-mortar design, encouraging consumers to utilize all available means of shopping. The experience, whether online or in-store, should be completely interchangeable and easily managed.
NELSON Director of Retail Practices, Eric Eberhardt, has successfully helped big box and boutique retailers design their retail locations to utilize the omnichannel. Whether concept development or roll-out implementation, NELSON has the resources, experience, and passion to deliver an exceptional design that creates the ultimate shopping experience.
For more on NELSON’s Retail Practice, please contact Eric Eberhardt, Director of Retail Practice at: EEberhardt@NELSONonline.com
*NELSON teammates Jason Rosenblatt and Alfred Fiesel provided design consultation services for The Tie Bar’s first Chicago retail store location in Lincoln Park.
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