Rent rises, the growing influence of online retail and changing consumer habits are putting traditional retailers under pressure. To remain successful in this dynamic environment, retailers not only need to sell high-quality products, but also to create exceptional shopping experiences with personalized customer loyalty and innovative services.
Providing a consistent experience is a crucial aspect here, both online and offline. And yes, digitalisation plays a central role, though it’s not an end in itself. Instead, digitalisation should support shopping experiences to help make them seamless and offer customers real added value. At the same time though, there are shops that are deliberately relying on analogue concepts and winning over customers with their carefully curated experiences.
Successful examples of innovative specialist retail concepts
Frankfurter Laufshop – offering a focused analogue experience
The Frankfurter Laufshop is a fine example of how stores can offer a more focused analogue experience. It specializes in giving runners a unique shopping experience. By providing personalised advice, a comprehensive range and focussing specifically on runners’ requirements, the running shop creates an atmosphere that inspires and retains customers. It’s a good example of how digitalisation is not always necessary if the experience is perfectly tailored towards its target group.
Little John Bikes – an experience for the masses
Little John Bikes is based on a very different kind of concept, and specializes in offering the best-possible shopping experience for a wide range of customers. In addition to selling bicycles, Little John Bikes offers extensive services such as leasing options for corporate customers. This in turn generates additional sales, strengthening the company’s market position. Little John Bikes shows how important it is to use digital tools in a targeted manner, to optimize processes and reach new target groups.
Bici Bavarese – combing the best of both analogue and digital worlds
Bici Bavarese in Munich is a further exciting example. It combines the best of both worlds. The store supplements its inspiring in-store experience with digital services, such as its online booking system. Customers can get personalized advice and yet also access digital tools to support their needs. This shows how important it can be to extend the scope of bricks-and-mortar experiences with the right digital services.
Five other retailers with innovative approaches
1. Bico – tradition meets innovation
The Swiss company Bico combines tradition with technology. With its computer-assisted sleep studios, Bico is providing a unique customer experience, and it uses sustainable materials and environmentally-friendly production processes.
2. LJB – a lifestyle store with personality
LJB brings together fashion, interior design and lifestyle in an inspiring environment. By creating exclusive events and community building, it has built strong customer relationships that its revitalize bricks-and-mortar operations.
3. Green Concept Store – sustainability as its guiding principle
This is a store that focuses fully on sustainability. From zero-waste products to recycling services, it pursues a consistently environmentally-friendly concept.
4. BikeLab – rethinking bike retail
BikeLab offers customized bikes and parts and comprehensive on-site services. Its customized solutions and proprietary workshop make it highly attractive.
5. The Gourmet Spot – the delicatessen experience
In addition to being a high-quality delicatessen, The Gourmet Spot runs interactive cookery courses, and offers a range of digital services including online recipes via its very own app. It’s a good example of the how to combine digital and bricks-and-mortar retail.
Conclusion: Focus on the experience
Specialized, individual concepts are going to shape the future of the retail trade. The key is to provide a consistent experience whether analogue or digital. Successful retailers are creating environments that act as sources of inspiration and offer added value to their customers. Digitalisation can improve and optimize processes and help reach new target groups. However, analogue concepts can also be highly successful – when they are carefully tailored to their corresponding target group.