The retail industry is undergoing a profound transformation, driven by the convergence of physical and digital experiences. As hybrid models gain traction, retailers are seeking innovative ways to create immersive and convenient shopping environments.
I was interested to see how JD Sports has recently reinvented its flagship space at Westfield Stratford which showcases this immersive commercial retail model. The store includes a whopping 216 individual screens, 205m² of LED light panelling and is coupled with an impressive conveyor system with a claimed 30 second customer request turnaround. It also boasts a raised DJ booth, where DJs spin their tunes elevating the soundtrack of the whole shopping experience. Front of house obviously takes precedence but the 20,000 sq. ft. of warehouse space, created during the refit, has become their East London collection and distribution hub for online orders. Digital has been woven through every part of the refit right down to customer convenience using self-checkout points to complement conventional tills, or direct payment to store assistants who are equipped with a handheld device.
Another example of ‘retailtainment’ is our recent work at The Printworks in Manchester where a stunning 1000m² screen was installed on its ceiling as part of the refurbishment, the first of its kind in Europe, transforming the customer journey into an interactive digital family-friendly space with state-of-the-art digital screens filling the central walkways with colour and sound. The guest experience is free of charge and draws people into the centre showcasing The Printworks brand associations, helping to attract valuable footfall and increase dwell times at the centre.
Since 2004 RLB has been involved in the integration of technology into the retail built environment. Initially tech was more about productivity, a journey that continues to this day as new generations of productivity technology supersede the old, helping optimise store operations as physical spaces become ever more expensive to run. However, in recent times the digital journey has become more about immersive customer experiences covering their whole in-store journey.
As trusted cost advisors we are acutely aware of the value placed on these mixed digital investments. RLB works closely with clients and project teams to evaluate the market, engineering options, programme durations, LED package specifications, and other systems to provide a comprehensive analysis, supporting the business case process and helping to arrive at an agreed contract sum that can ensure projects can succeed within budget and timeframe.
As the retail landscape continues to evolve at an unprecedented pace, property developers and occupiers must remain agile and forward-thinking to stay ahead. And therefore, as with The Printworks, asset owners who collaborate closely with retailers to understand their shifting needs will enable the creation of tailored solutions that drive foot traffic and increase engagement and add value. In this dynamic market, those who continuously innovate and adapt will not only meet but exceed the expectations of the next generation of retail consumers.
Source: https://www.retailgazette.co.uk/blog/2024/04/jd-sports-westfield/
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