With more and more shoppers turning to mobile and online shopping, retailers are rethinking aspects of the in-store experience to keep customers coming back to their brick-and-mortars. After being closed for more than three months, Coach will soon reopen their NYC flagship store, with a renewed emphasis on experience, creating deeper connections between their brand and their customers.
According to Womens Wear Daily, this marks the first step in a multi-tiered plan to elevate Coach’s customer experience.
From the article:
Enter the new concept store, which the brand is using as a “lab” for future in-store innovation. No aspect of the store has gone untouched — product, design, architecture and display were all up for examination.
“The goal is to elevate and make the area more elegant and sophisticated, but still really warm and approachable,” Della Badia said.
With 3,720 square feet of selling space, the store, which first opened in 2000, formerly mirrored the design of Coach’s other 350 units nationwide: open, white and sparse. The new look aims for a more intimate, luxurious feel with an emphasis on technology. A 12-foot-tall Karlie Kloss appears on a loop on a floor-to-ceiling screen that flanks the front entrance. All employees will now be outfitted with mini-iPads to help expedite the shopping experience — there are no cash registers in sight.
A major goal of the “lab” is to establish the right balance of elevating the company’s reputation within the luxury market while still maintaining its strong brand ethos.
“[The store] speaks to the larger brand transformation effort, which is to take those things in our DNA and bring them forward,” said Della Badia. “We’re taking the essence of the brand and thinking of it in a more modern, elevated way for this first lab.”