Discovery Based Shopping
British department store Harvey Nichols has reopened the menswear department of its London flagship with a discovery oriented reboot.
Retailers that allow customers to discover products and looks at their own and more natural pace offer a far more engaging experience.
Too often property marketing suites are based on a formulaic approach and on a journey which isn’t customer focused. Let them discover what’s important to them and then bring them back to where you want them.
Conventional concession spaces have been dissolved in favour of a layout that’s more attuned to intuitive, mixed brand shopping behaviour and storytelling.
The aim is to reflect realistic shopping behaviours via navigation based on activity and style preferences rather than single brands. As such, the Denim room is grouped by product type (white shirts, leather jackets, denim shirts, for example) with sneakers nearby, while Tailoring is split into day, formal and eveningwear.
The revamp has been conceived to foster a significant sense of discovery for the consumer, as established players will now find themselves adjacent to unknown brands. The space also features a barbershop. a bar and kitchen created in collaboration with Wallpaper magazine, and a redesigned personal styling area, where dedicated ‘style concierges’ can be booked without a minimum spend.
