Why not eliminate the need to paw through every available size and color, instead providing space to experience the coolest product features within a meaningful context? That’s what IDL did in designing fixtures for The North Face’s Summit Series. With a few select products on display, storytelling became more important than sheer selection and social interactions came to the fore as consumers turned to sales associates to ask about specific features, colors and sizes
Why not transform the sales floor into a community-gathering place? Brands like Lucy and Lululemon are moving products aside to host yoga nights, building a community of people who will feel right at home when they shop there for workout apparel.
Why not make vulnerability a strength — for example, by providing a way for consumers to rate and review products in-store, just as they’re accustomed to doing online? Why not create ways for shoppers to share their stories while they shop, bringing a viral energy to tactile experiences?
It’s time to think deeper than “omnichannel” marketing — the literal translation of the physical brand into social, media and other avenues. It’s time to revive the power of moving moments at the market, creating space, vitality and surprise for authentic interaction. Because social connection is the true coin of commerce.