As retail enters the technology age, businesses face new challenges when it comes to keeping brick-and-mortar stores current and exciting to consumers. New shopping technology has allowed online retail to offer more convenience and product options, but brick-and-mortar retailers can draw customers in with the promise of exciting experiences they can’t get at home. Some sectors have found it harder than others to adjust to the demands of the modern consumer--and emphasis on extreme convenience or, alternatively, extreme experience doesn’t necessarily align with every product sector. One area that has thrived in today’s marketplace, though, has been sports and footwear retail. Perhaps because of the experiential nature of their products, sports retailers have found easy and fun ways to transition into more experiential retail.
Here are the techniques the best sports and footwear retailers are using to stay current and draw in customers:
They Play
Sports are all about play, and sports retail is, too. The best sports retailers are bringing fun into their stores, a surefire way not only to attract customers but also to showcase products. Think of the Nike flagship, with basketball courts where customers can try out new sneakers while working up a sweat. The PGA Tour Superstore offers an in-store golf simulator, putting greens, and lessons from professional golfers; the Adidas flagship in Manhattan has a track where personal trainers can collect data about your tread. Sports and footwear are all about use, so retail should provide an opportunity to showcase products as they’d be used--playfully.
They Personalize
Specialty products always attract customers, and what better way to draw in shoppers than to make your store feel personal? Sports retailers have mastered the art of personalization, understanding that athletics and product needs are as unique as each person’s body. The Nike Live store in Los Angeles, for instance, is a members-only shop that features products selected from consumer data--Nike app users know that when they stop in, they’ll find something they like. Meanwhile, the Nike Soho store lets customers “build” their own shoe, choosing material, colors, lettering, and laces tailored exactly to their needs. A personal experience is something you just can’t get online--and with athletic gear, it’s essential.
They Simplify
Experiential retail isn’t just about the bells and whistles--it’s about ensuring that the shopping experience is excellent all-around, which means a smooth, intuitive shopping and purchasing experience. This means an integrated POS system--surf and outdoor retailer Watershed has adopted an iPad checkout system which can easily be expanded to iPhones for on-the-floor checkout. Apps can be another great way to facilitate an excellent in-store experience. In select Dick’s Sporting Goods stores, the Dick’s app switches automatically to an “in-store mode” that presents details about the store, such as services provided, as well as easy access to their loyalty card, a scanner for product details, and in-store rewards. The fusion of tech and brick-and-mortar can mean an all-new retail experience that brings together the best of the virtual and physical worlds.
The Takeaway
Experiential retail has never been more important, and the sporting goods sector has tackled the push for an excellent experience head-on. A playful, personal approach to retail is the key to creating brand loyalty, drawing customers in, and thriving in today’s market.