Are Hospitality tie-ups the way forward in Retail?
In a market driven by consumer demand, brands are working collaboratively to create powerful customer experiences. Experience and “theatre” have long been a talking point in retail as well as hospitality due to their power to engage and encourage dwell time. In 2016 the retail non-food sector is expected to grow by 2.8% (source: ONS), representing a huge opportunity for brands to invest in improvements to their offering.
One of our customers, fashion retailer Oasis, has recently been heralded as a poster-child for retail-hospitality tie-ups, when relaunching their flagship on Tottenham Court Road last year. The end result was a retail store centred on experience rather than on product, boasting an in-house cafe-cum-cocktail bar (Saucer & Spritz), and beauty salon (Pin & Polish).
Aside from transmitting the brand identity through different mediums but with a unified form, what Saucer & Spritz and Pin & Polish help to achieve is turning the retail experience into one of leisure. In today’s time hungry world, customers need to be given a reason to visit the store when you can buy the product at your fingertips – physically going to the store for a different experience than that with which you are presented online. Hospitality presents reasons to return to the store that transcend the fashion product – true engagement with the brand.
Hospitality offerings in retail units also promote dwell time. Want to mull over that high ticket item purchase, or discuss it with a friend? Instead of turning the customer back out onto the street or shopping centre, with no space in which to make this decision, promoting that the customer stays within the store presents more opportunity to sell stock at full price.
From Costa in Next, to Starbucks in Selfridges, what both sectors service is a consumer demand for great customer experience – no matter if it’s purchasing clothes or enjoying a drink. Our IT Help Desk, located at our Head Office in Nottingham, is the hub that powers customer engagement with big name brands across 8,000 global locations.
Did you know how many places you visit on a day out are supported by Retail Assist’s Help Desk? On a typical day out, see how your customer experience is supported by us in different retail and hospitality outlets, with this “Big Day Out” infographic. Morning coffee, shopping, cinema, a meal out: our Help Desk has it covered 24x7x365.
We play a behind-the-scenes support role for all the brands featured here and many more, to ensure that their IT systems are supported for optimum performance; enabling them to provide the best experience for their customers.
Our Help Desk supports all aspects of retail and hospitality environments, from the front of house POS to the back office systems, including examples such as Oasis Tottenham Court Road mentioned above. Retail Assist’s Project Management Services and store development teams were also used during Oasis’ refit project to manage the deployment of new comms and IT systems during the store build and roll out –…