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  • NETMEDIA International

Focus on 6 brands that are breaking the mould of physical retailing

This month, we take a look at retailers offering unique experiences. At a time when retail is having to face up to changing consumption patterns, transporting customers into a world and making every shopping moment unforgettable is a prerequisite. Discover a selection of retailers from all over the world who are putting the atmosphere of their shops at the heart of their experience with Mood Media, world specialists in customer experience at the point of sale.



EE unveils its futuristic new flagship


EE Studio, the UK telephony retailer, is making a splash with the launch of a futuristic concept store in the UK. From the country's first-ever digital spa to a state-of-the-art play area, the studio offers a variety of experience zones across several rooms, each designed to show how cutting-edge technology and connectivity can improve everyday life.


The futuristic concept store is set to revolutionise the shopping experience for customers. The aim? To give them a taste of the future in terms of gaming (an Xbox games room with a very high-speed wifi connection), work, relaxation (with a digital spa and an immersive relaxation room thanks to your LED screens that immerse you in nature) and even cooking (a connected fridge that takes our voice commands).


EE Studio has been designed to create exceptional experiences that reflect the changing needs of increasingly connected customers. The brand combines technology and the physical retail space in innovative ways.



Coach opens a luxury shop in a Boeing 747


Investing in a Boeing 747 to install its luxury shop is the challenge taken up by the Coach brand in Malaysia. The result is a surprisingly high-flying retail experience.


To enter, visitors have to pass through a boarding bridge and are given a pass in the shape of a plane ticket as they board. Inside, an exclusive "Coach Airways Collection" of bags, clothes, and shoes. Customers do their shopping between the aircraft seats and the cockpit. An immersive experience guaranteed.


A café area offers snacks similar to those found on aircraft. Customers can also go into the cockpit and watch a Boeing 747 take off from the captain's seat. In the aisles, the "shopping rules" are illustrated, as are the safety instructions.


With this concept, Coach demonstrates its ability to create a unique, emotional, and 100% immersive customer experience.


New Dyson shop offers hairdressing service


The fourth Dyson shop in the UK is opening its doors at the Bluewater shopping centre in Kent.


The brand is offering a space that showcases its latest technological innovations by placing them within easy reach of customers. They can try out the products and get advice from specialist sales staff. There's also a Beauty Lab zone where customers can have their hair styled with Dyson Hair Care technologies, including the popular Dyson Airwrap multi-styler. A Dyson Zone, where they can discover the brand's latest gadget: high-fidelity headphones with active noise cancellation and air purification.


Throughout the shop, customers will also be able to try out all the brand's products. For example, they can suck up a variety of debris to see for themselves how effective Dyson hoovers are.


Consumers can take full advantage of the brand's experience, both in terms of product experience and advice.



Diesel's new immersive boutique entirely dedicated to its 1DR bag


1DR Land, Diesel's latest shop in Milan devoted entirely to its eponymous bag, has an extraordinary imagination and scenography.


Customers enter the 52m2 cubic shop on the ground floor and are enveloped, from ceiling to walls to floor, in a world of 3D metallic silver designed by creative director Glenn Marten.


A limited edition of 30 1DR bags (each different from the next) is available exclusively in the boutique. This collection is limited edition and recycled, recalling the same approach of the 'Artisanal' capsule presented at each of the brand's fashion shows.


To build on this momentum and underline the importance of the 1DR world, Diesel will be opening other dedicated shops around the world. In early August, Diesel will launch a special project in collaboration with local Chinese graffiti artist Roy Xuanrong Chen, who will personalise a selection of 1DR bags to celebrate the opening of the first Diesel shop in Guangzhou.



Sephora's "Store of the Future" opens in Shanghai


On East Nanjing Road in Shanghai, Sephora is opening its second "Store of the Future" concept following its launch in Singapore last year.


The new edition of Sephora's concept aims to offer personalised services and products to its Chinese customers, drawing on the very latest technologies such as AI to roll out a unique experience across its various ranges. The shop is focusing on 6 very specific areas to deliver unique services:

  1. Skincare analysis incorporates an advanced skin analysis system fed by megadata for a personalised consultation.

  2. Look analysis presents AI-generated make-up trends for inspiration and tutorials on the latest beauty looks with product recommendations.

  3. Lift and learn is based on transparency, with panels and price tags equipped with RFID sensors to explain to customers the different ingredients in products and give them access to reviews left by consumers.

  4. The mobile point of sale makes it possible to manage payment directly with beauty advisers outside the checkouts, avoiding queues.

  5. Personalised gift wrapping to round off the experience in style.

The Sephora shop also incorporates a Beauty Live Studio specially designed to bring together Sephora's beauty community for exclusive celebratory events or frequent and regular masterclasses on the most fashionable looks, the latest brands, and products.



The winning combination of physical and digital in River Island's new shop


Trafford Centre, the UK's leading retail and leisure destination, has announced the opening of its brand new River Island concept store.


The stunning 21,000 square metre shop, dedicated to men's, women's, and children's retail, offers a fully integrated shopping experience, combining physical and digital. The first example of this phygital approach to the in-store experience is the connected booths where customers can interact with sales staff to ask them to bring them a product or a new size.


Self-service checkouts allow customers to avoid queuing. They can also indulge their conscience by treating themselves to a coffee at the shop counter, with all proceeds going to charity. The brand also offers a bouquet for every £75 spent.


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