Addicted To Retail (ATR) Special Feature: Case Study – Aesop Stores’ Consumer Journey by Zak Hoke.

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Addicted To Retail (ATR) Special Feature: ATR RETAIL READ – Case Study – Aesop Stores’ Consumer Journey by Zak Hoke.

In the second of ATR’s ‘RETAIL READ’ case study reports, we delve into the societal, environmental and high-tech pressures that are driving the next-generation of consumer behavior and shopping experiences. With brick & mortar at the heart of our industry, we examine key strategies and global trends that brands, retailers and agencies across industries can apply to effectively and immediately impact the in-store experience of their consumers.

INSIGHT

_ BRICK & MORTAR IS NOT DEAD BUT “RETAIL” AS WE’VE KNOWN IT IS ANTIQUATED AS THERE IS A NEW GENERATION OF CONSUMERS THAT PRIZE EXPERIENCE OVER OWNERSHIP.

OBJECTIVE

_ EVOLVE THE CONSUMER IN-STORE JOURNEY.

MISSION

_ FOCUS ON REMOVING FRICTION WITHIN THE SHOPPING EXPERIENCE.

APPROACH

_ LEVERAGE LEARNINGS GAINED AFTER ANALYZING “BEST-IN-CLASS” COMPANIES THAT DO IT WELL GIVING CONTEXT TO CURRENT AND FUTURE RETAIL LANDSCAPES.

THIS RESEARCH YIELDED THE FOLLOWING BRAND IN THE SKINCARE INDUSTRY: AESOP.

CASE STUDY – AESOP STORES

Q. WHO’S DOING IT WELL AND WHY?

A. AESOP STORES THROUGH THE LENS OF PRODUCTS, ARCHITECTURE AND FORMATS:

* PRODUCTS – SKIN CARE, HAIR CARE, BODY CARE, SOAPS AND FRAGRANCE.

* ARCHITECTURE – IMMERSION INTO UNFAMILIAR LANDSCAPES, INVESTIGATION OF LOCAL MATERIALS, ENGAGEMENT WITH LOCAL CULTURE AND HISTORY.

* FORMATS – SIGNATURE SPACES (CONCEPT STORES), DEPARTMENT STORES, MALL, ONLINE, POP-UP, ETC.

FACADE

_ AESOP LEVERAGES THE STORE FRONT FACADE AND/OR SIGHTLINE OF THEIR STORE FRONTS AS AN OPPORTUNITY TO EXPERIENCE THE PRODUCT AND/OR SHOWCASE THE MATERIALITY OF THE INTERIOR ENVIRONMENT.

* EASTER EGG: LOTION (BAR) DISPENSER OUTSIDE AT THE FRONT OF THE SHOP OFFERS FREE PRODUCT TESTING.

PRODUCT PRESENTATION

_ AESOP ENGAGES THE CONSUMER THROUGH PREMIUM PRODUCT PRESENTATION EXECUTIONS THROUGHOUT THE STORE, CONNECTING CONSUMERS WITH THE PRODUCT THAT LINKS DIRECTLY TO THE STORE FRONT FACADE/WINDOW/ENTRYWAY.

CUSTOMER SERVICE

_ SERVICE(S) CONTINUE THE CONVERSATION & BUILD TRUST:

* WELL-INFORMED STAFF.
* PRODUCT TRIALS.
* SELF-SERVICE WALL DISPLAYS.
* AESOP PRODUCED SHORT FILMS.
* MATERIALS AND TEXTURES EVOKE EMOTIONAL RESPONSE AND CONNECTION.

TAKEAWAYS

WHAT MAKES THEM SUCCESSFUL?

* LOCALLY RELEVANT RETAIL INTERIOR DESIGN VOCABULARY.
* VISUAL MERCHANDISING – POETIC USE OF REPETITION TO CREATE IMPACT.
* CUSTOMIZED CONSUMER CONSULTATIONS.
* GENDERLESS PRODUCT OFFERING.
* WELL-CONSIDERED DESIGN PHILOSOPHY, FROM PRODUCT TO PACKAGING TO PURCHASE PATH.

THANKS FOR READING!

Zak Hoke is an award-winning, multi-disciplinary creative director and in-store experience designer who builds, manages and inspires teams in curating spatial experiences that deepen the narrative consumers experience at the store level, amplifying brand awareness, leveraging artistic expression, and elevating product storytelling moments to evolve the consumer journey in ways that prove both emotionally engaging and transformative.

For a more comprehensive ATR RETAIL READ case study defining what your business can do to stand out from the competition and the best use of your customers’ time, attention and resources by helping design omni-channel experiences that strike a balance between sales performance and consumer curiosity, contact Zak Hoke via: ZakHoke [at] Gmail [Dot] Com or for Store Design, Retail Marketing, Trend Research, Visual Merchandising Expertise, Consulting, Career Opportunities, New Ventures, Speaking Engagements, Market Travel (Retail Tours), and Referral Requests.

LinkedIn: LinkedIn.com/ZakHoke

Portfolio: ZAKHOKE.COM

The post Addicted To Retail (ATR) Special Feature: Case Study – Aesop Stores’ Consumer Journey by Zak Hoke. appeared first on ADDICTED TO RETAIL.

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