The stores of the future are already here – and your competition is already knocking it out of the park. Brands across the globe are using digital retail experiences to rise above their competition.
The important thing is that it’s not too late for you to implement these experiences into your own store. The first step of any retail transformation is knowing what you’re up against.
So, what’s happening in the retail landscape? Here is who your customers are comparing your telco experience to:
Apple has invested heavily in flagship stores in New York and San Francisco.
The New York location cost $23.6 million to build, features a $1 million glass staircase, a Genius Grove repair area, a 50-foot living wall, and offers public WiFi. This transformation changed the space from a mere store, to a meeting place that can host talks and performances. Apple also created a new “Creative Pro” role, which is an artistic turn on the “Genius”. These experts teach skills such as photography principles, to help customers take better pictures on their devices.
Over 2,500 miles away from the New York store, Apple’s San Francisco location features 5 unique zones designed to engage customers in different ways. This includes a boutique shopping area, boardrooms for entrepreneurs and startups, a Genius Bar filled with vegetation, forums with flexible seating, and a plaza that is the heart of the store.
The design of AT&T’s west coast (USA) flagship store includes a main floor devoted to phones, gadgets, and luxury accessories from cool fashion brands. AT&T features the unexpected, like smart-refrigerators, a smart bike you can pedal while watching views of San Francisco, and a living room that plays their TV service – Direct TV. Their goal is for customers to see them as more than just a wireless provider.
Samsung has a 3-story, 55,000 square foot space in New York that features a massive theatre screen that’s used for product launches, viewing public events like the Oscars, or live streaming Samsung events from around the world.
The store also features a selfie station where visitors can display their selfies on screen, a VR tunnel with moving chairs to showcase the Samsung Gear VR Headset, a live DJ booth, and a variety of virtual and augmented reality demos. Their store promotes Samsung as a culture, not just a brand.
Apple, AT&T, and Samsung set great examples of how retailers can bring their products and offerings to the next level. They are real threats to telco carriers who are not providing the same level of interaction with their customers.
n my next blog, I’ll discuss some digital options that telcos can incorporate in their stores for a next level experience.
Did you like this blog? To watch the TelcoTalk video series, visit Maplewave’s YouTube Channel.