The retail sector is showing new shoots of regeneration with new stores and experiences. As cities and countries slowly open back up, some corners of retail have taken the opportunity to innovate with new physical store openings and new concepts. Pounding the pavement: Puma Skill Cube, New York Puma’s Skill Cube execution at its 5th Avenue location recently took out the Campaign Tech 2020 award in the category, Best Use of Experiential Technology. Puma’s identification of a ‘Gen Hustle’
ustle’ consumer requiring sincerity and authenticity in an era of fake news led to a creative platform of ‘idols brought to earth’. Designed and developed by Green Room and considered an industry first of its type, the Skill Cube utilises global Puma ambassadors Lewis Hamilton, Antoine Griezmann and Romelu Lakaku, respected for their training regimes. The ambassadors are positioned as ‘virtual training buddies’, hosting coaching sessions in virtual football stadia and soccer pitches, gyms or disused warehouses to deliver authentic footwear trial experiences for consumers that mirror real-life use conditions.
The experience includes a 270-degree floor-to-ceiling set of LCD screens, motion sensors, dynamic lighting and surround sound. The cube’s floor features multi-sport synthetic turf.
Best foot forward at SJP, New York
Once the epicentre of the US coronavirus pandemic, Manhattan has recently played host to the opening of actress and fashionista Sarah Jessica Parker’s flagship SJP shoe store. Staffed by the actor herself on opening day, the store features floor-to-ceiling glass shoe cases and colourful display tables. Given Covid restrictions limiting customers to three at a time instore, it is offering kerbside pickup.
The SJP shoe collection launched in 2014, originally styled after the Carrie Bradshaw character played by Parker in the television series Sex & The City. The SJP range has since grown to include apparel, fragrance, books, handbags, accessories and gifts. All products are SJP branded.
The 1,350-square foot luxury flagship store is located on the ground floor of a privately-owned townhouse. Other SJP store locations include the Seaport District in New York City, Las Vegas, Washington D.C., Canada, Dubai and Abu Dhabi. The SJP collection is also available in selected premium department stores internationally including David Jones, John Lewis, and Harvey Nichols.
Puffing up sales coast to coast: Aritizia Super Puff Pop-ups
Canadian fashion brand Aritzia announced in early July two pop-up boutiques in Los Angeles and New York, focusing on the brand’s best-selling puffer jackets. The pop-ups will open in the early autumn to capture cold-season sales early. According to the company, both stores will feature ‘aspirational’ retail environments and clean design, showcasing the full line of Super Puff jackets for both men and women.
Aritzia has 97 locations in cities across North America, including Vancouver, Toronto, Montreal, New York, Los Angeles, San Francisco and Chicago.
Aldi trials meat vending machines
At the opposite end of the experiential spectrum, Aldi is trialling vending machines in Haßloch in the Rhineland to counter a shift from discounters to convenience in Germany during the pandemic. The ‘ALDImat’ vending machine is open 24/7 and offers 40 products focussing on ‘barbecue’ (late evening) and breakfast occasion essentials. The chilled vending machine offers both private label and major brands including Nutella. Goods are priced identically to those in the physical store behind it.
As it trials new retail formats, Aldi is also looking to build a version of Amazon Go.
Try before you buy at Barbeques Galore, Brisbane, Australia
In an effort to truly inspire customers and showcase their products in action, the brand new Barbeques Galore Explore store in Brisbane’s Everton Park features a Steak House for cooking demonstrations and trials and a Brew House for soft drinks, coffee and brew kits.
Designed by McCartney Design, the 1000sqm hangar-like space ranges meats, sauces and rubs as well as backyard accessories such as games and outdoor speakers. According to designer Gary McCartney, the opening weekend saw customer dwell times of over an hour.
The Explore Store offers a different experience to the recently opened Express store in Sydney’s Warringah Mall.
Norrelle Goldring is executive director at APAC research and marketing strategy group Illuminera. She has 20 years’ experience in retail, category, channel and customer strategy, planning, research and marketing, working in and with global retailers, manufacturers, research and consulting houses. Contact Norrelle on 0411 735 190 or email norrelle.goldring@illuminera.com
