By Klaudia Tirico, Associate Editor
For the second year, Retail TouchPoints’ Retail Innovation Conference kicked off its three-day event with Store Tours across New York City. Executives from both in and out of town were given a chance to see how retailers tackle the in-store experience with technology, merchandise and unique engagement strategies.
Studies show that 92% of retail sales still take place in stores, but that doesn’t mean retailers shouldn’t be evolving to enhance the in-store experience for customers. The stores we visited this year each have their own way of making shopping fun, and of inspiring customers to visit their brick-and-mortar locations. Here are just a few of the stops on our tour, and how these retailers are upping the ante on the in-store experience.
Rebecca Minkoff
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At designer Rebecca Minkoff’s Greene Street location, customers are invited to interact with a 122-inch touchscreen to virtually assemble outfits. The store’s RFID-tagged items are then delivered to a customer’s fitting room based on what they choose on their touchscreen, and the shoppers are invited to the fitting room via text message when their selections are ready to try on.
96 Greene St. (between Prince & Spring Streets)
Alton Lane
Alton Lane takes shopping for menswear to another level. Aside from offering a multiple ways ways to customize a suit, the store invites men to hang out in their “speakeasy”-style location, enjoy a glass of whiskey and watch a sporting event. Additionally, Alton Lane’s cutting-edge fitting room technology takes a laser image of customers to ensure the right fit.
11 W. 25th St. Floor 5 (at Broadway)
Timberland
Even though the Timberland store in Herald Square is small, it packs a lot of punch in terms of customer experience. Most of the inventory is RFID-tagged and customers are encouraged to use store-supplied tablets to create wish lists and have items delivered to their homes. There is also a “Design Your Own” section where customers can use a large, interactive screen to create a customized shoe, and a “Lace Bar” for a quick and easy shoe update.
28 W 34th St. (between 5th & 6th Aves.)
Macy’s
Macy’s Herald Square is the ultimate shopping tourist attraction, with an entire level of women’s shoes, a food-truck-inspired food court, and digital signage displayed throughout the massive department store. The basement level is specifically targeted to Millennials, with a charging lounge and a wearable tech section. Interactive displays include an extra-large “Selfie Wall” that lets customers take photos with iconic New York City destinations, such as the Macy’s Thanksgiving Day Parade and Macy’s Fireworks.
151 W. 34th St. (on Broadway or 7th Ave.)
Retail TouchPoints encourages you to visit these unique stores the next time you’re in New York City. There is plenty of inspiration to go around!
