CLOSELY RELATED to measurements is
another meaning of dimension—the size or
magnitude of something. Downsizing is
being prompted by demand for improved
returns on real estate investments, a desire
to test new concepts without committing
significant capital initially, and a movement
toward urban centers on the part of retailers
with a heavy suburban presence.
Beyond interior space, other aspects of
retail are expanding: the store’s presence
beyond its lease line, the time during which
a store uses its space, and the content provided in-store. Retailers’ presence geographically is changing as well, with many going
global and some scaling back global expansion activities.
The 60-meter-long facade of Au Chocolat
in Singapore’s Marina Bay Sands makes
the mall’s common area look like part of
the bistro, drawing shoppers into the store
without requiring a conscious decision
Photo: Marcus de Photographer
Mosaic tile on undulating surfaces shaped as
leaves jut out into the aisle of Mall of America
in Bloomington, Minn., giving Lululemon
a presence beyond its lease line.
At the AT&T 4G LTE Lab Experience in
Arlington Heights, Ill., a life-size photoplay
app promoting the camera capabilities of
HTC devices invites guests to photograph
themselves in front of exotic backdrops.
FACE T S
RETAILERS ARE REDEFINING dimensions,
or aspects, of their stores. Some of these
trends are driven by consumer demand for
convenience. Some retailers are forsaking
the established notion of merchandise organization by product category, and traditional
logistics are being challenged as retailers
define new ways for customers to order, pay
for, and receive their purchases.
While some facets are being redefined,
others are coming to the forefront. In green
retailing, for example, consumer education is
taking root. Other facets coming into play in
retail relate to consumers’ emotional needs:
nostalgia, levity, exclusivity, and ego.
Kids—and those who
want to revisit their
behind the wheel of this
life-size Bone Shaker
Hot Rod model for a
photo to illustrate their
own toy story at Mattel
Experience in LAX.
At Washington, D.C.’s Boloco, customers can
place an order in any of four ways: with the
cashier, at an in-store kiosk, online, or via a
phone app. This saves “regulars” from being
forced to wait behind newbies unfamiliar with
custom ordering options.
Photo: Prakash Patel
Photo: Dalziel and Pow
Customers can complete a transaction with or
without staff help at 30 digital sales terminals
in this John Lewis store in Exeter, U.K.