Where digital meets spatial delight…
With online shopping at its zenith, Argos, a leading UK based digital retailer, has come up with a digital concept store at Old Street in London providing an experience that bridges the gap between in-store and online shopping. The physicality of the space is juxtaposed with its virtual nature to create a digital extravaganza.
"We
developed a digitally integrated space, from the shopfront, through to
browsing, purchase and supporting targeted promotions. We have designed a
pared-back environment; the clarity of the space complete with raw and
clean materials provides the perfect foil for the rich and dynamic
digital content,†inputs David Wright, Group Managing Director at
Dalziel and Pow, the brain behind the store design. The same concept is
followed through six stores with four of them spread over London and two
of them out of the city.
This new concept revolves around the
notion of letting the customer design his own experience and moves away
from the quite common approach of a 'pre-decided' retail experience. It
offers a new meaning to the idea of store design through several
features which serve as tools of shopping and the store is zoned
accordingly. Online shopping is the preferred approach for customers of
this brand. Argos generates 40% of its sales through digital channels.
This store brings all customers; the online shoppers and the in-store
buyers to a common podium. Also, with a new mask on, there is a third
category of customers that the store invites: the inquisitive. The
multiple retail experience options that this store offers make for its
USP which goes beyond stirring the emotional chords by a physical space
walk-through.
A
'Fast Track' collection station renders speed collection service to
customers paying online. 60 seconds and you're on the go! This proves to
be a convenient service considering that one third of Argos customers
pay online and collect in-store. Catering to all needs, the in-store
shoppers also have enhanced options for their retail activity. Ipads,
put to commercial use, are stationed in plenty for customers to dip into
product reviews and videos to make an informed choice for their
purchases. Free in-store Wi-Fi supports the same through personal mobile
devices. Catalogues, a veteran concept of the brand, still hang around
for old school customers but are kept right next to an Ipad in the
customer service zone to assist them to a newer and better digital
terrain. In-store digital display screens induce sales at the Argos
store which update the latest price promotions, brand messages and
customer information via eye-catching moving images. New inspirational
shop floor displays, and shop-within-a-shop displays, will showcase
specific ranges such as toys, consumer electronics and jewellery, or
support events with suppliers.
This new futuristic arena is a
wholesome ball of digitized operations. The store front as well greets
you with digital window displays managed centrally and splurge seasonal
and category promotions. The static paper posters are now history. The
repositioning at the retail store level comes with red Argos branding
which takes over the blue branding to create a high street presence like
never before. An interior environment is created with brick-effect
walls and light toned vinyl flooring to give subtle shades to balance a
heavy duty tech-savvy atmosphere. Energy efficient LED lights replace
the functional strip lighting to add an element of taste. The aim is to
court a larger customer base and lead them into the store. The advanced
concepts and an ensemble of virtual and material ingredients back the
objective.
An
added dash of comfort is the element of hospitality. With so many
self-assisting digital channels operating, the store staff is relatively
free to help customers. Their presence in the store gives a sense of
security for purchase support to the customers. The store colleagues
have Ipads thorough with apps to service the customer in every possible
way including guiding them through product options and information. This
element of hospitality makes a huge difference to the experiential
level in an otherwise impersonal digital transaction. This idea of
warmth is also conveyed digitally through the 'Welcome Wall'. On entry,
customers are familiarized with the store staff via videos taken of all
store colleagues. One may say, this is an avant-garde idea establishing a
rapport between the brand and its receivers.
John Walden,
Managing Director of Argos, said, "We are early in our ambitious plan to
transform Argos into a digital retail leader. We are seeking to
reposition our stores to support a digital future - in which digital
channels are the primary interface for customers, but stores continue to
be critically important as a national network for product collection,
and a local presence for local colleagues to provide customer service.
The new digital concept stores enable us to trial with customers several
important features of what we believe a store should offer in a digital
future.â€
To sum up, this is an example of a futuristic outlook
to exploring retail experience in a digitized form and yet in sync with
spatial design instincts. Intricate attention to the typology of its
target base helps the brand design experiences which deliver customers a
retail encounter that combines ease and speed of purchase with pleasure
and warmth!
Argos
David Wright
Dalziel and Pow
First Published : March 03, 2014 12:00 am